The story behind UNPROFITABLE
I made this for the person I was before I was profitable.
I spent four years learning to become a profitable trader. I worked a 9-to-5 while doing Muay Thai, running and lifting. Trading had to fit around all of it. There were years of work before I saw a return.
I kept following the plan while it was giving me nothing back. The people around me thought it was a waste. A lot of that time was lonely. I wanted something that represented that part of the process, because it was the part I was living.
Eventually, I left the job to build this clothing brand.
Why the name
UNPROFITABLE has two meanings for me. The first is literal. I was putting time and money into trading without a return. I kept learning and sticking to the process before it started to work for me.
The second goes beyond trading. When you're building something, there's a stretch where you're putting more into it than you're getting back. A business, a skill, something you want to become good at. The effort is there before the result is.
That's where the name comes from. It's the part of my experience I wanted the brand to represent.
The lonely part
There wasn't one dramatic moment that explains it all. It was a long stretch of trying, doubting and going back to the work. Hearing that it wouldn't work made it harder.
I wish I'd had a brand that understood that feeling. Something I could wear that reflected what I was going through. That's what I want UNPROFITABLE to be for someone else: a reminder of their own commitment, and something that makes the lonely part feel a little less lonely.
Why clothing
I've always loved clothes. Styling them, wearing a good pump cover to the gym, finding pieces that feel like me. I've always wanted to build a clothing brand, too.
When I wear something that represents what I care about, I feel more inclined to stick to it. That's the idea behind these clothes. Wear what you represent. Put on something that reminds you of what you're working toward.
DISCIPLINED is the first expression of that idea. The word on the back is a reminder to keep showing up for the work you've chosen. It's why this collection exists.
What are you working toward?
That's what I want you to think about. What do you want? What skills do you need to get there? What can you keep coming back to, even when you don't get it right first try?
For me, it started with trading. Your process can look different. These clothes are for the effort you're putting into it.