03/10/2026
We didn’t feel like throwing a party. Ten years felt like something to sit with, not announce, so that’s what we did. Brought the right people in, shared some coffee, and honored where this whole thing started.
The journal was always capable of more than what we showed. Charms are the first expansion, something that’s been sitting with us, not fully developed yet, but ready enough to give your journal another layer of personality.
Customisation wasn’t an after market addition; it was the point. Watching tens of thousands of people make the journal their own over ten years, that still hits us every time we see it happen in person.
What began as a field test for the A3 Rucksack grew into one of the most honest corners of our brand. Having our Field Unit Programme members show up and getting to hang out face to face was everything. They never hold back on feedback, and seeing them in person made the event complete.
Friends, family, and people who’ve watched this brand grow from nothing. Getting everyone in the same room for a simple cup of coffee is harder to pull off than any campaign, and far more rewarding when it actually happens.
One of our team members is quietly obsessed with their coffee. We figured if someone on the inside loves something that much, it deserves a seat at the table. So we brought Tommy in to share it with everyone. Best decision.
We didn’t build a massive collection, we made one tote. Unassuming, ridiculously spacious, and fully embroidered with the “Passing A Baton” illustration. Embroidery, because a design this good deserves to be felt, not just seen.
“How have you been?” and people actually answered. Real updates, projects they were building, things they were excited about. That kind of energy is why we chose to do this quietly. You can’t manufacture that with a promo.
Visit us at The Zhongshan Building before 4 October 2026 to pick up your 2027 journal and unlock some complimentary perks. Thank you for walking with us all this while. :)
