TSS: What is the best business advice you've ever received?

Jake: I don't know where I heard it, but I think I always go back to “the business is a reflection of you”. And I think throughout even my business journey, which is going on five and a bit years now, I think, as long as you get your own mind right, and you get yourself right, and you stay true to the vision, everything comes off the back of that flow, so I think a lot of the times things are going wrong in the business it’s because you might be in a frustrated state or you might be kind of overwhelmed in the moment or all these different things. I think if you can just always come back to yourself and have that mindfulness again, to approach your decision making better, to kind of show up in your day more positive and free-flowing and then things will kind of happen organically off the back of that.

Another recent thing that I've learned is kind of walking the middle path, and for me that is, in business and clothing, they have these peak drops. It’s like “yeah, we sold out of this, we had a massive drop and it's dead for a little bit,” and I feel like your emotions can just be up and down and up and down, and obviously with a business you're always testing things like, “does this work, does this work?” Some things don't, some things do, and I think if you're attached to that up and down it can be honestly a rollercoaster and it's exhausting. So, I tried to maintain just a steady middle path between them, where I can enjoy it if something does well, but I'm not attached to that always being what needs to happen. Same as if there's a pit for a moment and things feel like they're not going right, I'm not attached to it because I know that everything's moving – it's going to change over time.

TSS: If you had your own sneaker collab, what would it be?

Jake: I'm always a classic sort of sneaker guy, I think. I want to say for a trainer it’d be the New Balance 740. I've been wearing those quite a lot. And then you can't go wrong with an Air Force 1.

TSS: What is one thing that you are most grateful for today?

Jake: Oh my God, how long do we have? No, honestly, to just be here with my team in a city that's shown so much support and love over the years, and to be able to present the brand. It honestly lives in my mind 24/7 and to see it out in reality for all of us to share and experience, I think it's just a real feeling. So I'm full of gratitude today.