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Origins #43  -  Sticking to who you are

The truth always wins

Origins #43  -  Sticking to who you are

In this series we are documenting the journey of building DULO, starting from Day 1. Every week we publish a new chapter that takes you behind the scenes of our process. With every article, we want to provide value to you, the reader. We share the success and failures, the opportunities and the challenges that we face while executing our vision.

If you are new, check out our previous post.


The benefits of being a bootstrapped business and being our own decision makers, opens up a lot of opportunity in terms of experimenting and trying out new stuff. This could also interestingly backfire, if patience, self-awareness and discipline are not deployed correctly.

In this post, I want to touch on how we’ve been thinking about our content strategy and what we plan to do going forward.

From the very beginning, the documentation of our journey, building this business, has been our core content pillar. We started out very strong and spread our content across video, audio, image and text. We thought this could be useful both as a blueprint on how to get an apparel business off the ground in a 2017–2018 context, as well show the patience, time and effort it takes to even give yourself a chance to succeed.

Having the whole journey documented is also very interesting on a personal level. Moreover, it is a full, transparent account of the history of our company.

Thankfully, we kept the documenting part up, but somewhere along the road, lack of patience and the search for quick, short-term results kicked in. Outside influence and watching what other people are doing, also lead to deviation of focus from our strongest, most authentic and unique content.

Reflecting on the past few months, we can pinpoint three reasons for going out of our lane and not doing what feel natural:

Lack of patience

Changing stuff too often, too soon, not sticking with a process long enough to see results and therefore decide whether a certain approach is successful or not.

Lack of experience

When it comes to evaluating how long it takes for something to prove viable, we don’t have any previous experience to rely on, both in terms of running our own business, as well as the apparel industry we are entering. Testing periods become a hunch not based on experience and data.

Looking at what other people are doing

There is a lot of content and advice out there on how you should approach content and business in the current digital marketing landscape. It’s an amazing time to have access to smarter and more experienced people, but on the other hand a filter needs to be applied, as well as a clear understanding on what you can leverage and adapt to your own context, not the other way around, changing your behaviour according to external influence.

In the end, if we want to provide unique value and leave our own footprint, we need to stick to whatever comes naturally to us and share our own processes with the world, however successful or unsuccessful (even more valuable) they might be.

Thankfully, the Christmas/New Year’s break served as a way of reflecting and clarifying how we wanted to proceed for 2018.

Now, I can say with complete confidence that it feels most naturally to share what WE are doing. I also believe this provides the most value to our audience, as it is a completely unique piece of content.

Some examples of our current thinking behind the content we want to put out.

Product shots showcasing the product, as it is the core of the business

Unedited shot of our Origins White shirt, from our first photosession on a model. So far we've had the "floating shirt" concept on our website, but it we also want to add shots of people wearing the product, so visitors can envision themselves wearing it as well. We have a lot of images that we need to edit and then proceed to change the website accordingly. We'll also keep you updated for the other colors + the women's and the edited version after 👍 #wearDULO #product #productshot #apparel #fashion #fashionphotography #fashiondesigner #design #photooftheday #photography #photo #photographer #photoshoot #amsterdam #shirt #dressshirt #snowwhite #mensfashion #mensstyle #menswear #outfitoftheday #ootd #wtwt #startup #bts #hustle #motivation #entrepreneurship #entrepreneurlife #entrepreneur

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Throwback Thursday (TBT) and behind the scenes content. A fun look back at the history of the company, as well as raw footage from the trenches and the more unglamorous moments.

#TBT FLASHBACK - The First Samples Few months back, on the day we saw our first samples 🙂 I was back in Sofia, Bulgaria, while Marin was coordinating the drop-off for our first prototypes from Amsterdam 😅 Do excuse my attire in the video, but I was hiking in the snowy mountains when I got the call from Marin's mom, that the first prototypes of our shirts have arrived in her office. I made my way down as fast as possible and couldn't wait to see our first version of the product! Previous to seeing them, we only had the idea of the product in our head and between the discussions with our partner. This was the first tangible manifestation of how an idea became a reality. We have a lot of work to do, but this was an important milestone and watching this clip always brings a smile to my face. J. Tag someone who’s in the trenches building their own thing 🔥 #wearDULO #video #vlog #blackandwhite #bnw #bnwmood #prototype #sample #clothing #apparel #business #entrepreneurship #entrepreneur #hustle #motivation #working #fashion #throwbackthursday #vintage #comic #funny #comedy #grind #domore #getafterit #minimalism #movie #amsterdam

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Voice content. We strongly believe it’s the future and it comes much more naturally for us to create it, than for example — video. It is also much more manageable to put out in terms of time investment, given that we currently also have full-time day jobs.

The main pillar, documenting the timeline of events will be this series and at times when there are interesting things to film (can be trips, events etc.) — our vlog. We will be creating audio reads of every blog and putting that out there as a podcast and also a transcribed video. We will continue our podcast, whenever we find interesting guests, as we do enjoy recording them and it’s an amazing networking opportunity and a way to build positive relationships.

In order to leverage authenticity, we can only be creating content around what WE are doing. It is a unique angle we can provide to our audience, hopefully bringing them interesting content and/or a valuable one.