NICHOLAS CHOONG

éstudio began in my mind, as all good (or bad) things do. It was born out of a need for expression, style and function. It functions as a vehicle and outlet for expression and for developing the shared passions we as creative human beings possess.

The brand operates out of my artist studio and at the same time, is part and parcel of it. This is the 4th iteration of my studio now. With each space, I’ve learnt what to do, but more importantly, what NOT to do. We learn more about ourselves with each mile of the journey travelled. One of the things that I’ve learnt is that the inner child, or experiences that form our fundamentals – exist within us and never grows old. We all possess it; that playful, expressive, passionate, risk taking, fiery soul.

For me, it was and still is about the music, gatherings, a tribe, street culture, fashion, art, resilience, the challenge, the hunt – and having started the brand (with only X amount of confidence!), everything clarifies itself over time : The whys and the hows.

The name is a play on the Spanish phrase for ‘The Studio’. The és is symbolic, in that we are all children of the world. And while I could call it ‘Studio’, or ‘The Studio’, I’m also expressing a broader term. Accepting that we are a global tribe. Humankind. Language is the defining thing that has allowed us all to revisit stories; the building blocks of humanity. We learn from each other, and for me, the name serves as a reminder of the unknown unknowns, or the unfamiliar. It’s the unfamiliar – or things that are beyond our knowledge that allows us to grow. So in a way, éstudio symbolizes growth.

And it has grown from a singular idea into something more tangible and tactile.

It’s grown into something real. Something that people can talk about and experience. Something that resonates and fuels creativity. We are a startup, a brand, an expression, an idea. A vehicle for a message. A force manifest. 

This is what happens when an unstoppable force meets an immovable object – The Joker

It’s now the 4th month of operations and we’ve successfully hosted 3 events (at the time of this writing. The next one is on the 28th of December. One last party to round the year off!). We’ve sold numerous t-shifts, made many new friends, yet I believe we’ve only just begun.

The brand represents and stands for change. Questioning the status quo. Looking for new ways to be, new ways to think and experience life as we know it. It stands for expression and solidarity with those on the sidelines that have something important to say. The outliers. The black swans. The underdogs. And there will always be something to express. Unfairness. Inequality. Injustice. Balance. Abuse of power. Perspectives. Awareness. Sustainability. Creativity. Thinking out of the box. Solution and lateral based thinking. Efficiency. Walking through one’s battlefield. Challenges. Bettering oneself : All this is valid. All this needs a voice. It’s all important. So fuck the masses. Fuck group think. Fuck war and greed. Fuck politics.

It’s the brands’ priority and mission to uphold these values. And because of that, I have no fear. No fear of foolishness. No fear of losing money. No fear of profits. No fear or not having enough resources. Because there will always be abundance when we look for and find ourselves aligned with the values, ideas and challenges we believe wholeheartedly in with every fiber of our being. 

Okay, nuff said. Go buy a fucking tee. Fuck indecisiveness. 

The people who are crazy enough to think that they can change the world are the ones who do – Steve Jobs