A month ago, I flew to Melbourne for a week courtesy of MINI Australia. They had reached out to me to see if 3sixteen would be interested in participating in a unique car launch campaign for their newest model, the MINI Paceman – and after a few calls and emails to make sure that a Nigerian prince was not involved in the scheme, I gladly accepted.
MINI Australia, along with their PR agency Badjar Ogilvy, came up with the idea to bring out 6 unique creatives to Melbourne to showcase their work at a physical storefront on Chapel Street in Prahran, one of the city’s trendy shopping districts. Each collaborator would have the chance to display their wares in the space for a month, and to visit the city for a week to help with media opportunities. Johan and I decided to use the storefront to put together a gallery of worn-in jeans that we collected from friends and customers. I also hosted a small meet & greet event during my time there so that customers of ours who live in Melbourne could come get a first look at the gallery display and say hello in person. It was a busy week for sure, but I had an amazing time and met some incredible people.
Some of those people are documented in the video above. One of my media obligations was to film a video with Tourism Victoria that would highlight places in the city that I enjoyed. The tourism team did their best to research destinations in the city that I’d enjoy checking out, but I eventually asked if we could include people that I had a personal relationship with, as I felt that would make the video more authentic. The owner of Dukes Coffee Roasters, for instance, is a customer of the brand’s – and I had already visited their new Ross House location a few days before we filmed. And being that the Up There guys had carried our brand since their opening day, I felt it would made the most sense to film with them rather than with another arbitrary shop. I credit the team for introducing me to Sisto at Pellegrini’s and Dean at Woods of Windsor, though… and both were excellent places run by great people. And there were plenty more cafes, shops and restaurants that I visited throughout the week that I wish could have been included as well. Melbourne is an incredible city and I hope to have the opportunity to return again one day. Until then, though, I’m thankful to have a video like this as a little reminder of the time I spent there.
A year and a half in, my Viberg 1950 Service Boots are aging very nicely. The Dainite soles have proved to be both durable and practical (NY sidewalks can be slippery and slushy in the wintertime) and the brown harness leather still looks great after taking a beating. As a reminder, here’s what they looked like brand new.
Last fall, I traveled to Tokyo with my business partner and good friend Kiya Babzani to view Spring collections from all of the brands we carry at Self Edge. While there, a trip to the world famous Tsukiji Fish Market was in order. I will admit that I am not a major sushi connoisseur; I know what I like and am pretty easily pleased, but this was my first time in Japan since childhood and I had to experience what the freshest sushi in the world tasted like. I was not disappointed.
This week marked the launch of our new office and showroom space for 3sixteen: Chapter & Verse Agency. We took ownership of the space on January 1st and finished renovations in time for NY Market week a mere two weeks later. It’s where we’ve been meeting with retailers this week to show them what’s new with our brand and the ones our showroom now represents.
A few years ago, Johan and I wanted to be able to do sales and consulting work for other brands, but it didn’t seem to make sense to conduct that business under the 3sixteen name, as we are known for our clothing. Johan coined the name of the agency – Chapter & Verse – which is both a nice tie-in to our own brand’s name (3:16) as well as a phrase that refers to conducting business with great attention to detail. This year, though, marks the actual launch of the agency as a physical showroom and a business to help both established and newer brands gain market share through sales and PR work. It’s nice to see an idea finally come to (physical) fruition, and marks a new step for both Johan and me professionally.
Beyond its function as a showroom, we took this space because it’s a retail storefront and thus provides us with lots of flexibility. We envision it as being a daily hub where friends and colleagues can connect, exchange ideas, network, and enjoy really good coffee. It’ll also be the home to monthly gatherings, art/photography shows, and perhaps even a few special temporary retail events. Our first office space 5 years ago was also on Allen Street and, like this one, was a retail space. There was something special about being so accessible to friends who were in the neighborhood passing by – I’m looking forward to having this space function in a similar way.
Chapter & Verse Agency
162 Allen Street
Lower East Side, NYC