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Source Q&A with re—inc CEO Christen Press

Hear from re—inc CEO Christen Press about Source Collection. 

Source Collection

Hear from re—inc CEO Christen Press about Source Collection. 

Q: What’s the process of bringing a collection to life? 

A: What I love about re—inc is that we are writing this narrative entirely our way. We are a value-first brand, here to make progress and create art. We decided early on that all of our products and offerings will unfold for our community through the lens of an ever-evolving narrative.

My job is to bring that story to life in the form of beautiful products, content, and experiences for our community. Words and colors turn to graphics and textures. A spreadsheet turns up as a box of samples at my door.

And through collaboration and negotiation and searching and finding, we always end up far from where we started, but always where we intended.

For me, each Collection is a time stamp, capturing the emotions and effort of a single moment.

Q: What was the hardest decision you had to make for this Collection?

A: This was the toughest and most unexpected year of my life... and likely of a lot of people’s lives. As a CEO, it’s been incredibly challenging to navigate people’s emotions and needs and figure out the best way to serve.

This collection is meant to be a breath of fresh air in a smoke storm. We decided to focus on mental well-being and comfort, by partnering with Holistic Life Foundation, amplifying marginalized voices in the wellness space, and telling a story of acceptance and resilience.

I have to say, it’s far too difficult in status quo culture to be a value-first brand. Staying true to our principles is a battle. We have to fight to do things right, instead of doing things just efficiently. We are asked to compromise again and again and instead we have to strongly hold our space. We often feel alone in that battle. We don’t do things the right way, we do things in a way that is true to us and our vision for a more beautiful future. 

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