THE STORY
BEHIND
THE BRAND.

I created this brand because I was at a very decisive point in my life, a huge turning point where I lost everything except the people close to me. My place to live, my belongings, my clothes, my car, my goals, my job. All I had left was myself and the connections I have with certain people.

After losing everything, I was deeply sad and stuck in my feelings. A lot of phrases kept coming to my mind, things I identified with. And then I thought: if I relate to these phrases, I'm probably not the only one.

My life has never been easy, but I think that's the case for everyone. We all have our problems and they impact us all at different scales.

I got the idea while wandering through a thrift shop in Thailand with a friend. I came across a very basic tee that simply had written on it: have you seen my zombie?

The shirt made me smile quietly. And then I thought, what if there was a t-shirt like this but with a phrase that actually speaks to me, that reflects my way of thinking, or at least thoughts I've already had.

That's where the idea came from.

I've always created things, music, drawings, designs, beanies, t-shirts, but I've never known success, and I never really did it for the money anyway.

Since I had lost everything and didn't have much to do, I'm still figuring myself out honestly, I thought: why not try. I bought a cheap laptop with 8GB of RAM here in Thailand and an AI subscription because I know nothing about code, and I got started.

Since I have no money and no connections, I found a way to produce without paying for stock upfront. It costs more per piece, but at least it makes the project possible. And who knows, maybe one day I'll be able to produce them myself.

My main goal is to differentiate from all that "everything will be fine" branding. From selling fake self-confidence, perfect lifestyles, the lies we've always been surrounded by through social media and fashion in general.

Here the motto is authenticity. Real feelings, shame, relapse, failure, but things that can also turn into victories, or into something you can laugh at.

The name Stupid Me refers to every time I've done or thought something, and then found myself very stupid afterwards. Or regretted it.

Yes, things aren't always fine. But each and every one of us does what they can to improve their situation. And one day, I'm sure, everything will be fine. At least better than yesterday.