They say everyone has a book in them, but most people’s lives never give them the space to sit down and write it. Even if you could find the time, you’d still need the kernel of an idea, the tools of language and storytelling, and the motivation to get your fingers to the keyboard.
Beyond that, there are those who manage to get started and smash out a few chapters, only to fail to finish, and those whose self-published masterpiece barely registers on Wattpad. Every potential author dreams of Rowling-esque success, but actually being able to write something people want to read is no mean feat. Contrary to what Grammarly or those pyramid-selling course reels tell you, the world of AI slop is also making it harder—not easier—to stand out. Originality is still as valuable a commodity as ever, but getting an original idea to land takes something special.
The same sort of challenge faces anyone dreaming of building a fashion brand in a world dominated by Shein and a saturated landscape of dropshipped, screen-printed T-shirt designs. Authenticity is becoming more central than ever to the success of a concept. I thought about it once myself, having failed to find the perfect hoodie. I ended up deep in conversation in the middle of the night with someone on Alibaba who didn’t speak much English, but called themselves John. We exchanging emails about the materials used for lining and the nuances of YKK zips, but it all seemed like a little too much to take on. Five sizes, five colours.. that’s 25 of anything as soon as you say ‘Dàdǎn shì shì ba!*
Writing is hard, fashion is hard. So it’s hats off to Jake Powell and Jack Seymour, who are about to embark on a journey that infuses the two with the launch of VIACY, a homegrown fashion and media brand rooted in surf culture and, contrastingly, MMA. Their brand statement is: “Born from the good trouble of dusty surf car parks circa late ’90s, the brand’s origin sits within an era of transition — just before the analogue world flickered out beneath the hyper-glow of the digital age.”
It’s a smart play, allowing the pair to draw on generations of content to build a narrative. Jake’s experience with The Mango Tree was a first foray into this world, gaining a strong following from local groms and their parents alike. He tells us that the brand became problematic because, well, there are a lot of mango trees out there, and carving a niche proved challenging.
With VIACY, there are no comparisons to other namesakes: it’s a smart, unique, new brand identity with real potential for growth. We’ve seen plenty of start-up fashion brands in these pages over the years, but these guys have the motivation to see this one through. Their pre-launch party last summer united St Ouen’s surf royalty behind them, and they’re set to repeat the party in 2026. Ahead of that, the guys will hopefully see their torch icon spread far and wide. Shunning modern marketing, the brand wants to sidestep influencer culture altogether. They’re charging their own ‘Torchbearers’ with the task of travelling their own course and taking the brand with them via the sea. We wish them all the best. VIACY is one to watch (and wear) this year.
viacy.co
* That’s ‘Go for it’ in Mandarin. Learn it, the Chinese will love you.
