"Remember, whatever we put our attention on expands in our experience, so consider where you are focusing your time and energy."

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I was tired of doing collections, tired of doing runway shows... there was just so much wasted time and energy doing all the runway product and all the filler product. We also decided not to do wholesale, which gives me a lot of freedom; I can basically do what I want and I don't need to fit into any department in a store.

— Johan Lindeberg