Montreal is a stylish city; there’s no denying it. Spend an afternoon in the Mile End or the Plateau and you’d find that each person you come across have their own distinct sense of style and expresses them accordingly. This week, I’m excited to share my conversation with Montreal-native Charles. A fashion connoisseur and enthusiast, he works at the brick-and-mortar SSENSE store on the Store Experience team, while also maintaining two Instagram accounts that documents his fashion over the past few years (@gems.mtl & @feenzfashion).

During the span our correspondence beginning early October, we discussed all things fashion—his insights on contemporary brands, clothing essentials, dressing tips, as well as his advice on building a good closet. It was an informative talk and there were a lot of good takeaways I hope to share with you today. With that being said and no more time to waste, I welcome to the newsletter, Charles.

*Parts of this conversation may have been edited or rearranged for clarity and coherence.

CS: Hi Charles! Let’s start by telling me a little bit about yourself!

Charles: First off, hi! I’m Charles and I’m a fashion enthusiast from Montréal, Canada. I am currently finishing my Bachelor’s in Fashion Management and I have been working for one of the biggest fashion retailers in the world for the past 3 years, SSENSE. That experience has truly opened my eyes to the fashion world and made me more knowledgeable about up and coming designers. On another note, sports are something that’s really important to me. They make me focus on something else and I truly enjoy cheering for my favorite teams. My first language is also French haha, so if I ever make mistakes, my bad.

CS: Would you say that having a formal education in Fashion Management helped you become more knowledgeable about fashion or see it in a different way?

C: Honestly that’s a really good question, since a ton of people are actually asking me the same question. With my experience, my fashion degree did help me get a job at SSENSE. I applied 5 years ago with no fashion degree and the same experience, but never got called for an interview. I tried again after my first semester and it worked out perfectly. If we talk about knowledge, I do not think my fashion degree has brought me anything that I use on a daily basis at work. My knowledge has been built with time, great connections, and new experiences such as Paris Fashion Week.

Two years ago, I also started Item Of The Day in my [Instagram] stories. It’s basically a quiz where you need to guess the designer. That actually helped me a ton because every brand has their own design language and after a certain time you can see patterns in any brand.

CS: That's so interesting to hear. Speaking of Paris Fashion Week, I'm really curious to hear about your whole experience there. What was it like seeing clothes and designers up close?

C: It was my first ever fashion week, so I was super stressed about planning and meeting everyone I was talking to for the past 3-4 years. The whole experience has truly been amazing, to be honest! I had a few runway shows booked like Kartik Research, Études Studio, Jeanne Friot, to name a few. I also had planned a few meetings in showrooms to connect with designers. Once you’re there, all your plans goes in the garbage and you follow what’s going on that night. I prefer showrooms than runway shows since I actually can feel the fabrics and see details up close. 

CS: I think many people outside of Montreal know SSENSE as a high-end online e-commerce company, but there's actually a physical store here in Montreal. For those who've never visited the store, could you share what the in-store SSENSE experience is like?

C: Alright so yes, the majority of people that know SSENSE only know the online e-commerce part of the brand. SSENSE is a Montreal-based company; that’s why they decide to have the only flagship store in the world in the heart of the Old Port of Montreal. The store has been designed by famous architect David Chipperfield, only using concrete and steel throughout the whole five floors of the building. I’m part of the Store Experience team for the flagship store, who style mannequins and decide on what we sell on each floor. Every three weeks, we change the selection in-store to showcase new styles that recently dropped online.

The SSENSE store is really unique; two out of the five floors are used by stylists to host appointment with clients who can come and try on their wishlist. Since we can’t bring every item from the website in-store, SSENSE offers the possibility for clients to pick and choose items that they want to see and try on.

We also often have collaborations in-store with other brands. This year, we have worked with Dries Van Noten, Axel Arigato, and Ferrari to name a few. Those events are so cool for the city and does bring every fashion enthusiast together.

CS: What clothing item have you been noticing a rise in this fall at SSENSE? What has been popular among the people?

C: The weather in Montreal is slowly getting really cold, so I am seeing more and more coats in appointments recently. Mackage, Moncler, Stone Island, and C.P. Company are for sure the ones I see the most. At the same time, a lot more boots has been asked in-store. ROA, Diemme and Our Legacy are doing amazing boots, but they sell out pretty quickly, normally.

CS: How would you describe your own fashion sense?

C: That question is really a head scratcher for me, since I do feel like your own fashion sense changes as you grow, discover new brands, and find ideas you like. I have recently realized that it’s been 10 years since I really started to get into fashion. I do feel like that journey made me realize a lot of stuff and it’s the reason why I feel comfortable wearing what I like today, despite criticism.

What actually made me start paying attention to fashion was reselling Supreme. I was there every Thursday at 11am, looking for the best pieces I could get my hands on to resell. That made me understand the community and what was to buy and resell. So I would still say that today, streetwear does influence my style in a way since it was what I started with. But in the last few years, I have been way more into actual designers. Having the chance to see over 500 products daily has made me love the details in every garments.

I love button ups—they’re simple, yet they elevate your outfits. I usually love to style them with products that are really not business-core, like baggy pants or hats. Being from Montreal, thrifts in the city are on every corner, so I do try to find some steals for cheap since buying designer can rapidly be costly. At work, there’s no uniform or dress code, so people wear what they want. I would say though, a lot of employees are rocking the all-black look daily. I love to play with colors and shapes, so I rarely go all black.

CS: It's pretty cool too that you have an Instagram account documenting years of fit checks. It's almost like a time capsule to see how your style evolved over the years. Based on what I've seen there, would you say it's fair of me to assume you're more into the oversized silhouette? or would you say it's a mix?

C: Haha yes, I am definitely more into oversized silhouette! I have tried every piece of clothing you can think of and that made me realize what suited my body type best. I have started documenting my fit around the same time I started working at SSENSE, so 3 years-ish. At first it was really for me, to know what I wore that day so I wouldn’t pull the same fit the next week. I started getting asked about IDs on my items, so I kept on posting.

CS: What are some of your favorite brands and any in particular you're currently digging as of late?

C: I mean, I do feel like saying that one of my top brands being Bode now seems like a casual take, but I have been an Emily Bode (@bodepersonal) advocate for years now. The fabrics, the cuts and the details get me every time. I own a few pieces and they never disappoint. I love brands that you can tell by not just seeing the logo, but by the cuts and details. Maison Margiela is of course one of my favorite, if not number 1. The hype around Our Legacy is fun; I like a lot of their pieces, but sometimes quality isn’t there. I would also suggest a similar brand, Auralee, who does amazing basics with crazy fabrics. Finally, StoryMFG can’t seem to stop amazing me. They are so open about how everything is made and it’s so interesting to see and understand.

CS: I totally get your love for Bode, I really like their crochet and senior cords stuff. It feels so handmade, vintage, and full of heritage in the best way possible, especially the details where they embroider cursive lettering. It actually reminds me of this other brand, Samuel Zelig. And speaking of Margiela, any thoughts on the Tabi loafers?

C: They are doing an amazing job at giving vintage look to new garments. I actually own Samuel Zelig items, quality is insaneeeee! I would recommend anyone to check them out, they usually do a sale every few months where their prices are really good! With the rise of Tabis, my take might sound fashion NPC, but I genuinely love any Tabis haha. I do think that we see them way too much today and they’re rarely well styled, but when they are, it’s actually super sick. I must say tho, I don’t own any haha.

CS: I thought it's funny you mentioned Auralee, because it's the first time I've heard of the brand, but now it's all over my feed and newsletter about their collab with Kith.

C: You will make me cry… that Kith collab is going to kill me. I get the move, since they are gonna reach a new customer segment, but Kith?? Really? They have been growing in popularity pretty recently. I feel like I see their products on every influencer. 

CS: What's your favorite scent, whether that's a daily wear or ones for different occasions?

C: Ohhh it’s that time where I am supposed to not gatekeep anything. I do feel like I switch my fragrances a lot. Last year or so, I was really into Gypsy Water by Byredo which is a brand I love for the scents. I then switched to Karst by Aesop, but I don’t feel like it stays on for a long period. I have recently came across the new Dries Van Noten cologne Cannabis Patchouli, and it has me thinking about buying it!

CS: I've heard great things about Byredo, I need to try it out! I wear Margiela's By The Fireplace and have the same problem with it not lasting too long given that it's EDT. Le Labo and Diptyque have been popping up all over the place, are you a fan of their scents? 

C: Byredo has definitely been a top seller at the store, same goes for Le Labo. We don’t currently have Diptyque fragrances in-store, so I can’t really say much, but the fact is, I love Cyprès and Lys . For Le Labo, Santal 33 is for sure a classic, but I see a rise in Thé Matcha 26 and Thé Noir 29, which are two excellent choices. 

CS: Also, because Montreal pretty much has all four seasons, do you have a fragrance rotation from season to season or do you just stick to one throughout the year?

C: I would say I have a winter fragrance and a summer one, but here and there I like to try new ones and switch it up constantly.

CS: Myself—and I'm pretty sure many others—don't have a big budget to work with. If you could build a wardrobe with only say, five staple pieces, what would they be?

C: I am also part of those that don’t have a big budget, don’t get it twisted. Building a big wardrobe takes time, but if I started back with nothing and needed five pieces:

1. Any button up, you can easily dress up or down a button up. It depends on the vibe you want to go for, they are so versatile. They are basically my only tops.

2. You also need a good pair of baggy jeans. If there’s one thing I would invest in, it’s jeans. I love mine being different and edgy without being too much out there. With my time at the thrift, I rarely come across a great pair.

3. For shoes, I feel it differs for everyone and what you do on the daily. I would have to say that for me, my GATs [German Army Trainers] are definitely the shoe that I wear the most and that works with every fit. For some people they’re boots, so try and get something that you know works best with most of your wardrobe. Salomon, Saucony, or Asics are all valid options that you can use daily.

4. I am a big fan of headwear; I just feel like they elevate most fits. Most of my caps or beanies aren’t worth a lot. I usually take neutral colors so I can mix and match with a ton of fits. Relatedly, any bag does elevate your fit. The options are unlimited; mine’s crossbody, but I do still pull my tote bag on here and there.

5. Finally, I would say a thrifted jacket for layering. The amount of cool jackets you can find at the thrift is insane. They are usually already worn a ton by the previous owner, so you can see scuff and fading, which I love. You can find light and heavy jackets for your need at any thrift honestly.

CS: I like how a big part of your wardrobe consists of thrift finds. So I have to ask—and it's acceptable to gatekeep, given that we're on sensitive territory here—but which Montreal thrifts are your favorites?

C: I spent hours in thrift shops 5-6 years ago and I was forcing myself to buy a piece of clothing every time; either to resell or to style the week of my purchase. I have stopped, lack of space at my condo… To be honest, in Montréal, there’s a lot of curated thrifts, but I have rarely bought in any of them, mainly cause the pricing is often crazy and the lack of good stuff is also something worrying. I mainly find all my stuff at either the bins, Value Village and Renaissances. It is so time consuming, but it’s really the way to find good steals. 

CS: Are there any people in particular who are your style inspo, or where do you go to find inspiration for your outfits?

C: I would say that I do appreciate the style of a lot of Montréal-based fashion influencers, but none of them are really into what I’m into. I am very versatile in my daily fits; One day I could have Bode pieces, the next CDG and finish my week with some small independent brands. I find my inspo by watching runways mainly and I have a few accounts where I do like to keep an eye on what they are wearing. 

CS: I liked what you said about criticism earlier. For many people, it's intimidating to experiment with fashion. Do you have any advice?

C: I do get it, I was really trying early on to be the guy that likes fashion at school, but it actually takes time to get into the community and understand the market. You have to be able to place yourself out there and continue doing what you like. For me it felt right the second I started my degree in fashion cause it gave me legitimacy. At the end of the day, you don’t really have to be anybody to wear what you want. People make it a big deal to dress loud, but some people just dress that way.

CS: I really like Uniqlo; quality's great, prices are somewhat reasonable, and they have good basics. Any thoughts about the brand?

C: Uniqlo are always doing good stuff, I do love a lot of their pieces. I mainly buy Uniqlo collabs like the previous one with Marni. If it’s not a collab, I like to check Uniqlo U, where they invite a designer to create piece under the brand, Christophe Lemaire did some pieces few years back for them. 

CS: I agree! I also like their collaboration with JW Anderson. Their button ups are my favorites!

C: Absolutely! The collab with JW was really good, which is also a brand gaining a lot of hype recently. Since JW Anderson has been giving the keys of Loewe, he keeps on creating pieces that are trending.

CS: Lastly—and I ask this to every guest I bring on—If you could give one message to the world, what would it be? Whether it be fashion-related or not.

C: Well first off, I would like to thank you for inviting me. It was actually super fun haha. Message to the world would need to be stronger, but I would say to keep focusing on your goals throughout tougher times. If you really want something, the only way for you to achieve it is to put yourself out there and try. Don’t let nobody tell you what’s best for you, you are the one carving your path! 

A special thanks to Charles for taking the time to have this amazing conversation with me. I really enjoyed this talk on fashion and learned quite a bit about the industry. Find more of Charles on his Instagram accounts, @feenzfashion (his main) & @gems.mtl (fashion-specific).

And thank you for reading this issue of The Conversation Series. For any inquiries, please contact info.intotheindoors@gmail.com.

into the indoors, 2024.

It’s often said that New York is a city of 8 million people and 8 million stories. One of those stories happens to be of Thomas, who runs Self Running—a brand that began with a personal story for the love of running alone & the push to becoming better.

Since it’s inception last year, I’ve been keeping up with Self Running’s journey, and today, I am honored to bring Thomas on the newsletter to have a chat about his project. With no time to waste, let’s run this conversation!

*Parts of this conversation may have been edited or rearranged for clarity and coherence.

CS: Hey Thomas! Tell me a little bit about yourself and your role in Self Running!

Thomas: How’s it going? I’m Thomas, the founder and, I suppose, creative guy, or whatever you want to call it, of Self Running. I run most of the day-to-day things. It’s a small operation, and through Self Running I get the opportunity to collaborate with my friends and people I admire to bring the products to life.

CS: Out of curiosity, what does the day-to-day operation entail?

T: Most of the day-to-day operations revolve around minor tweaks to product design. As you know, the main product right now is a hat that’s ideal for both activewear and leisurewear. This has taken many iterations and sampling rounds to get the measurements correct and fit the way I personally want. Through each sampling, I’ve asked friends and colleagues for feedback on the shape and continued to refine it down to the millimeter. When it comes time to release the product, each package is hand-packed by my girlfriend Dakota and me, and shipped to your door. Other than that, it’s mainly planning for the future, diversifying the product offering, and preparing for an eventual pop-up event in New York City... But that'll be a little while.

selfrunning

A post shared by @selfrunning

CS: How did brand come to be, and what was your motivation or message behind it?

T: Self Running was founded in 2023. I was feeling creatively limited in my personal and professional life, and I’d also taken up running around that time. The name Self Running sounds pretty selfish, I’ll admit it definitely is. I started it for me, but there are a few thematic ties to running...

Firstly, I realized early on that I dislike running with other people. Running alongside others meant having conversations, which made me lose focus. If I ran in groups, I was either running too slow and couldn’t keep up, or got distracted with a conversation. So I ended up rolling solo most of the time, by myself.

The second theme I discovered when running alone, or in groups, is that you’re in constant competition with yourself. The stats on your phone always push you to run a little faster, a little harder, and a little better than the previous days. That internal motivation to be your best self is also embodied in the name.

CS: That's such an interesting story, especially considering how social run clubs are increasingly becoming more and more popular. Personally, I also like the name Self Running and the motto "Don't ever stop" for how it can also play into this idea of being open to interpretation metaphorically, like being responsible for taking actions everyday to achieve your goal. 

T: Thank you! It makes me excited for the future because there’s so much flexibility in how the name can relate to different products and go beyond just running.

CS: So far, you've launched two versions of the Nylon Running Caps (all of which look great, by the way!), with Version 3 set to be released in October. Why did you decide to launch this item as your first product, as opposed to other running gear such as clothing? 

T: I’ve worn hats my entire life. I feel like in the last 25 some odd years, I’ve been on an unofficial search for the perfect hat. And the perfect hat just doesn't exist. There are hats that are great for all sorts of occasions—baseball hats that are fitted work in some scenarios, while you might want a snapback or strapback in others. The material also makes a big difference. By choosing the niche of running, or, I guess, activewear, I went down the rabbit hole of how to make the best running hat. I’ve always thought running hats looked a bit silly—no shade on the five-panel look with the short, floppy brim—but I wanted to make something that could be worn while running and also when you’re just like, hanging around.

As we approach the release of V3, it’s about continuing to refine by the millimeter—tapering off the brim to a rounder shape, bringing in the crown height a bit, and making sure the strap is the ideal length. I’ve really tried to focus on all those details for this release, aiming to perfect a hat that’s ideal for many scenarios beyond just being active and going for a run.

CS: Just to get into the specifics of the process of making these hats, how many iterations do you usually go through before being satisfied with the product and overall, how long does the process take?

T: We’re making the product overseas right now, which, for those who know, can take quite a bit of time. The sampling rounds typically take about 25 days per sample. Ahead of V3, we’ve done about four iterations, ensuring the embroidery was what we wanted. Although the brand is in its infancy, I’ve become more focused on creating a quality output that people will care about and ultimately want to wear, not just from a branding perspective, but also ensuring the hat’s dimensions are to exact specifications.

CS: I love hearing about this, especially because most of the time, us consumers only see the final product. Knowing that much attention is paid to the details and the process just makes the hat so much more special.

CS: Self Running is based in New York City, and NYC is one of the most diverse places on the planet—in every aspect; culture, food, people, etc. Would you say there are elements of NYC in Self Running? and if any, are there advantages to being based in The Big Apple?

T: New York City is one of the most inspiring places in the entire world. When it comes to working on yourself and grinding every single day, you don’t have to go very far to find someone extremely focused on self-improvement. You can go on the West Side Highway at any hour of the day, even at three in the morning, and find people out there grinding. That’s the essence of Self Running as it relates to New York City. Solo, on your own mission, to continually improve.

CS: I think something that's so special about many brands is the community that is formed as a result. A thing that brings about a group of like-minded people. Last November for the New York Marathon, you announced a special edition of the Self Running caps in a bright orange color way—made specifically to be handed out to early supporters of the brand participating in the 26.2 mile run. What was the experience like? How does the idea of community fit into Self Running, a brand based on going solo?

T: Last year was such a cool experience. Marathon day in New York City is one of those days where everyone comes together around a singular goal. Whether you’re running or just cheering someone on, you never see so many people in such a good mood on a single day. As it relates to community, Self Running is founded on the idea that running, and going at it alone is kind of awesome. Through wearing Self Running products, you subscribe to the idea that you are on a solo journey among various other people on their own solo journeys, which I think is kind of beautiful. It’s like an unspoken circle of people who subscribe to the same philosophy. As the brand grows, I’m excited to continue growing the community that the brand is founded on.

CS: It's been over a year since you've launched Self Running. What would you say was the most difficult part of this journey, and on the contrary, was the proudest/rewarding moment?

T: I’ll be honest, I have no idea what I’m doing. I’m learning a lot of things for the first time, and starting any sort of brand is going to be a challenge. But starting one for the very first time, you kinda just learn things by trial and error. So, in any case, just doing the thing has been the most difficult part.

As for the rewarding side, I get so excited when I see people wearing a hat online, in public, or at an event that I didn’t know someone was going to be at. Additionally, I see the names of people who are fans of the brand ordering products, and it’s crazy to think that someone in Arizona, Texas, California, even Australia, knows about the brand and is willing to spend their own money on the products. It’s been really cool to see how geographically wide the brand has spread, it’s not just local to the New York area.

CS: That IS pretty cool! Was there a particular moment where you felt like "Okay, I didn't expect this, but it's going somewhere!" ? 

T: It was when people started to reach out via the website or direct message asking about how they can get their hands on one, or when the hats are coming back. There were also so many kind words, people just liking what I was putting out there. It's just nice to know there's people you genuinely like the products and are anticipating the next release.

CS: Would you consider yourself a consumer-turned-business person, or have you always had an entrepreneurial spirit in you?

T: That’s a really great question. I’ve always been curious about how businesses start, how they operate, and all the moving pieces that need to fit together perfectly to make the thing run. I think most creative people have little projects going on all the time that don’t get labeled “a business.” But this is the first project that feels legitimate, which is why I’ve taken the steps to begin a brand around the idea. I don’t consider myself an entrepreneur, and I don’t think my friends or family would either, but I’ve always got some sort of project that I’m working on.

CS: Would you say that instinct plays a part in the decisions you make for Self Running?

T: My only resource is instinct at this point. If I think it's a good idea, I'll do it. If not, I don't.

CS: Any particulars you can share about the V3 caps? Any new colorways on the way?

T: V3 is sick. Like I said, just continuing to refine down to very small measurements to make it right. For Fall/Winter 2024, we’re calling it "SPRINT," and with that, we’re rolling out a new wordmark inspired by and tailored to performance runners. You’ll have to wait and see until it comes out!

selfrunning

A post shared by @selfrunning

CS: Lastly, if you could give one message to the world, what would it be?

T: Go make something. I believe it’s the best way to learn a new skill, and you don’t have to worry about what anyone thinks about it. Just go make it for yourself.

A special thanks to Thomas for taking the time to have this amazing conversation with me. I enjoyed learning about Self Running & the hard work that goes on behind the scenes. Find more of Self Running on Instagram and on selfrunning.us.

That’s it for now. See you next week! For any inquiries, please contact info.intotheindoors@gmail.com

into the indoors, 2024.

I came across Second Lake (SL) when I first started into the indoors. The SL page has become particularly memorable to me for various reasons. Jonathan, the founder, created such a beautiful space for creatives of all sizes to have a voice through his newsletter, SL Selects. In addition, it’s also a place for inspiration to strike and products to be recommended, whether that’s through his feed of neutral and beige tones, collaborative playlists, or physical products. I recently had the great opportunity to correspond with Jon and expand on all things Second Lake + learn more about himself—and I’m super excited to share his insightful thoughts here.

So, in the words of Jon, “Without further ado, let’s get right into it!”

*Parts of this conversation may have been edited or rearranged for clarity and coherence.

CS: Okay, let’s start by telling me a little bit about yourself!

Jonathan: My name is Jonathan, and I’m someone who is intentional in many aspects of my life. At some point, I became fully aware and committed to curating my wardrobe, the spaces I occupy, the ephemera I collect, etc. In doing so, I’ve honed in on how to express myself and my heritage through design and curation. That’s also something I think everyone is capable of and should sharpen. 

CS: When you say you are committed to being intentional, does that mean the products should have an underlying meaning and evoke a feeling of sorts? are there rules you adhere to when curating?

J: Sort of. Naturally, everything you see from Second Lake comes from me and my view. So I don't think there are rules to curation nor a product needing to evoke an emotion, but I think my lens will often inadvertently bring about a feeling or aesthetic. Ideally, for products, a product from SL should feel like it came from SL because of the identity we create, rather than a label or a logo. And by being intentional, I mainly mean caring and paying mind to everything, even the miscellaneous stuff. 

CS: Would you say it’s synonymous with a minimalistic lifestyle too, in your experience?

J: I think by being intentional, I mainly mean to be your authentic self and to actively consider the things you love. It's a mindful approach to possessions. Mind what fills your cupboards at home. Mind the books you keep on display. Mind the utensils you use and feel out whether or not they belong. Do these items bring you any satisfaction or warmth? Are you connected to them at all? 

We all gravitate towards art that touches us, books from an author that resonate, coffee mugs that may have accompanied us during a special period of our lives. These belongings deserve true intention. If your home and belongings were displayed like an art gallery or a museum exhibit, could someone learn who you are? From the writing utensils in our bags to our car keys, notebooks, walls, cupboards, and decor, we have the chance to showcase our personal style and essence. Why not show who you are through these mediums? 

That's my explanation on intention and I believe it could be applied to minimalist lifestyles as well as maximalist ones.

CS: That’s such a good answer. What actions or habits do you implement in your life to keep up with this value [intention]?

J: I tend to naturally tie memories to the things I own, so in some ways, the habit is simply appreciating the things I have. I consider my belongings. I pass on or donate things that no longer serve me or align with me. 

CS: When I think of being purposeful, I also think about the idea of being able to understand yourself better, and for me, that's usually done through writing entries in my journal. Do you practice something similar?

J: I reflect on the things in my camera roll a lot and I spend a lot of time researching my interests to understand myself better. If something piques your interest, just let Google feed you until you're full. The rabbit holes you can go down by simply looking up a single topic or idea are endless.

CS: How did Second Lake come to be? What is the story behind the project?

J: Second Lake began as a place for sharing images I enjoyed, and it slowly grew into a tight-knit community. Over time, I met people who shared similar interests, and along the way, the page began to attract attention. This gave me the confidence to bring some of SL’s ethos into the physical world through product. Since then, we’ve done a few projects like tote bags, soap bars, coffee mugs, and more—all as a way to flex a creative muscle, which is the essence of SL. It’s a creative outlet for myself and for those who feel drawn to what SL offers.

CS: I’m curious about the products you've made! How did you bring abstract ideas into something tangible and what was the process like? Was it important for you to have a physical embodiment of your brand to fulfill your ethos?

J: Sure! All of them have been way different. One of the more recent projects was a limited run of soap bars we did. The process wasn't too arduous, but it was lengthy as I wanted to carry it out well and get the packaging right. I spent time trying to find ways to differentiate a really simple product and the answer I found was in the details. The packaging details had to feel unique to SL.

Another project was a collaboration we did with a local tea shop on a seasonal beverage. That entire process was great because it allowed me to work alongside another individual who enjoyed SL, but was an absolute elite in their own craft. It was a great opportunity to learn and develop something new. We landed on a Kuromame-flavored milk tea and it banged. Much love to Naga. 

CS: If you'll let me indulge, I would love to hear more about the process of creating a product, specifically the soap bars. Often times, we only see the final product after perfected, so what goes on behind the scenes?

J: The process for the soap bars was relatively simple. It mainly involved selecting the kind of ingredient mixture from the manufacturer selection, getting some in to test out, and moving forward from there.

CS: How long did the whole process take from conception to announcement and do you collaborate with artisans on the product and shift your focus more onto the presentation side or do you oversee everything? How do you know when a product is ready?

J: From conception to announcement, it took about a couple of months. In terms of the product marketing and logistics, that was my job to handle. And in terms of knowing when a product is ready, you get a sense of it. When all of the boxes have been checked and you feel confident in the product, you're good to go.

CS: Earlier, you mentioned how the SL community is tight-knit. What characteristics would you say the Second Lake community shares? Is there a straightforward way to put into words the ethos of SL or is it more of a "you have to see it to understand"?

J: That's a good question—I personally think the SL Community is composed of people who enjoy simple things and don't take a lot too seriously. We just like good work and good art. Be it clothing or interior design, we simply like when things are done with intention and result in something that will be cherished. In terms of putting it into words—it's kind of straightforward, but it also taps into that 'you have to see to understand' angle a little bit. I only say that because the community is full of all sorts of different people, including people you may not assume would be into what we curate. There's something in the curation that's appealing, but I can't label it.

CS: And speaking of community, you also run a Substack newsletter called "SL Selects," where you bring on various creatives to talk about their favorite items, or their grails, which is an idea that I think is unique and interesting to read about! What has been your inspiration for beginning this series in the newsletter?

J: The inspiration behind the guest profiles comes from the idea that we’re all a product of what we consume and what we allow into our lives. I think the project has found a fantastic group of people who have great taste and come from different backgrounds and cultures. By giving these guests a platform to share interests and passions, we can learn from them based on our own experiences. You might find someone who sees life through a nearly identical lens, and that connection can be incredibly rewarding.

CS: For sure! And what's something you've learnt along the way with this series?

J: If there’s one thing I’ve learned during this process, it’s that everyone is unique and appreciates different things in their own way. Every conversation has offered me something new. 

CS: Scrolling all the way down your feed, I've noticed that your first post was way back in March of 2021. Would you say that the idea of Second Lake, when you first started versus now, has evolved as you grew as a person or has it stayed mostly the same?

J: I think about this often. It's definitely different from what it was then, but when you look at the older images, you can still see the direction SL was headed in. I don't think it's a stark change from then to now, but more of an evolution, like you said. It's more fine-tuned now.

CS: Creatively, where do you go to find inspiration, whether that's a place in real life or an online space like Pinterest?

J: Both of those are good answers, but my answer would be anywhere. That's likely a corny answer, you'll have to forgive me, but I think it's accurate. The attitude of SL is composed of clothing, literature, music, art, movies, memes—you name it. I can find aesthetic images on Pinterest or my explore page, but I tend to share whatever it is that had an authentic impact on me—regardless of where it came from. That's where my creativity comes from.

As an example, I was introduced to the art of Yunji Park recently by someone close to me and that opened the door for me to go learn more about the artist. It sent me down a rabbit hole. In the end, my creativity didn't do a ton of heavy lifting, but my appreciation and curiosity for what was shown to me got me there. If you can learn to appreciate small little things or random things that come your way, your creativity won't have an off-switch. It's all around you! 

CS: Do you have any particular person who inspires you? why or how?

J: I think an obvious answer would be Justin Saunders and the team at JJJJound. There are more inspirations to me, but Justin Saunders followed a path when developing JJJJound that has given me structure when I think about how I want to build with SL. Simple, classic design with a bit of tongue-in-cheek in the mix. Early on, that work showed me that I could both appreciate design and have my fun with it too. 

CS: I can see it! Both SL and JJJJound give off similar vibes. Minimal and utilitarian.

CS: I personally think that reflection is an important component in any creative endeavor to evolve and grow, especially to stay true to its core ethos. You've recently announced that SL has been taking some time to reflect its identity before entering its next phase. What can we expect from SL in the future?

J: More of what the community knows and loves. A revival of the newsletter and the profiles, small product drops, and playlists. On top of that, perhaps some new projects that I can't quite crack open to the world yet.

CS: As we're bringing this conversation to a close, I don't think it would be an authentic SL interview if I don't ask you some of your own questions! Without further ado... Favorite brand?

J: Adsum.

CS: Favorite Fragrance?

J: At The Barber's from Maison Margiela.

CS: Favorite Song/Record?

J: It's always changing, but right now it would have to be 'Dream police' from Mk.gee.

CS: Any personal grails?

J: As my wardrobe feels to be in a good spot right now, I'll say a house with a skylight in the kitchen.

CS: One essential non-clothing item?

J: 24 oz Hydro Flask.

CS: ...and for a question of my own, introvert or extrovert?

J: Introvert.

CS: Lastly, if you could give one message to the world, what would it be?

J: Go at your own pace and be intentional in everything you do. From friendships to work, be intentional. Give an honest effort. 

A special thanks to Jon for taking the time to have this lovely conversation with me. I had a great time learning more about Second Lake and hearing his thoughts. Find more of Jonathan on Instagram and Substack. That is it, and I will see you next week!

for inquiries, contact hello@intotheindoorsjournal.com

into the indoors, 2024.

If you’ve been spending time on Instagram, chances are that you’ve probably noticed the rise in curated content, with pages like @hidden.ny and @arcx1000 at the forefront—some with followers up in the millions. Each of these online moodboard is unique in their theme, all catering to specific audiences. Sumfiji is one of these pages, falling into the category of interior design and objects that all share “the feeling of peace”, according to the page’s founder and curator, Lewis Walker. Skeptical? Just take a scroll down Sumfiji’s feed and find yourself immediate filled you with emotions that resemble paradise and tranquility.

Recently, I had the great opportunity to correspond with Lewis on the creative and curation process of his project, as well as getting to know the man behind the page. In this first installment of the conversation series, I am pleased to present to you, Lewis Walker.

*Parts of this conversation may have been edited or rearranged for clarity and coherence.

CS: First off, let’s start with the basic questions! Tell me a little bit about yourself.

Lewis Walker: I’m Lewis! I’m a creative director and curator based out of Nashville. I spent the last four years in Miami studying film but it’s good to be back home. Hoping to make NYC my next one soon. A few hobbies of mine are photography, drawing, reading (which I finally just got back into), running, and art galleries. I love all things art - especially movies!

Some other things about me?

• My favorite cuisine is Italian

• I can’t whistle

• My go-to coffee order is an iced chai with oat milk

• When I make Spotify playlists, I treat them like I’m releasing an album. I also will shamelessly Shazam songs in public (and sometimes shamefully at a club too).

CS: Any specific movies/reading recommendations?

LW: Right now I’m reading Red Rising which has been such a dope story so far! Extremely vivid world building and it’s so intense with its writing. Almost like watching a show.

My number one favorite movie is La La Land, but if I had to recommend a few, I’d say Interstellar, Prisoners, Past Lives and Stand By Me. Add the Letterboxd: @lewiswalker !

CS: Speaking of movies, did you feel like you were always a creative or was it cultivated while studying film in college?

LW: No, definitely before college. I’ve always been a true creative at heart. Art camps, making Lego stop motion videos as a kid, more drawing. I had some great influences growing up that definitely fostered that energy, like watching movies with my Dad and Nana. The classic HBO Sundays are such a core memory - that’s a big inspiration for me.

CS: How did you start Sumfiji and what was the motivation/message behind it?

LW: I made @sumfiji during the summer before my second year of college. I had been following pages like @cozyvu and @beigenostalgia for a while and always enjoyed what they brought to my feed. Cars, gorgeous destinations, and clean interior design. So I thought to myself, why not make my own? It was something fun to do and reflected my general vibe and interests, but it also served as a vision board for the life I wanted to live. Motivation for that lifestyle and also a way to express myself in a different way artistically.

sumfiji

A post shared by @sumfiji

Breaking down sumfiji, the name is an embodiment of finding paradise. Not just a catchy Insta bio, but a true mission statement. “Peak hydration” or “peak paradise.” Everyone has their own version of paradise, or “sumfiji”—this is just my interpretation of it. I hope others find their version too.

CS: sumfiji also reminds me of this Pinterest-like app called "Cosmos," not sure if you're aware of it!

LW: I love Cosmos! I have a few boards made on there. Easily the best UI ever and the image quality is so damn clean.

CS: For sure! Similarly, sumfiji's gives off this calm, relaxing, and even hopeful vibe. What is your approach to curating and selecting images that you post on your page?

LW: Yes exactly! It makes me so happy when people dm me about this. I always wanted to create this feeling of peace as you scroll through the feed. Visual therapy even? When I first started posting it was a very simple one picture/day sort of deal. Now I take a lot more time to curate on individual posts with these carousel/slide posts. Carefully choosing when and where to post on the feed to create a seamless experience. Each one being a different aspect of paradise to me.

Interiors are a must. In any form, really. I love getting a nice scenic look and to no surprise Porsche(s) are in almost all my posts. It’s not my intention but they’re just too clean! Recently, I’ve also started to feature more people in the photos I choose. It feels more natural and shows real people living that sumfiji lifestyle.

sumfiji

A post shared by @sumfiji

My main criteria for finding pictures is that it needs to be real. Authentically captured through someone else’s eyes or my own. So I usually skew towards phone photography or videos, but of course there are some pro camera pics that are too good to pass up. Basically, if an image speaks to me in some way, it’s getting posted.

Curating is such a fun challenge and truly intimate moment because I find inspiration in so many different things. To create a post is not just something for likes and comments, which is nice too, but I do it to create an actual art piece each time. And I hope that it touches people in some way. There’s really no definite amount of time I spend per post. Some take a quick 5-10 minute walk home, others I sit on for a few days before I feel that they’re ready.

I’ve noticed I usually have my biggest spurts of creativity RIGHT before I go to bed. Which is bad for the sleep schedule but great for the curation haha.

CS: I've also noticed that with every one of your posts, there is an inspiring message of sort in the captions or occasionally mixed within the photo carousel. Do these sayings come naturally to you or do you take time to find the perfect message too?

LW: Oh I wish. I actually got a majority of those from my Yogi tea bags haha. But I do try to match the quote to either the images or how I’m feeling that day. 

CS: As a creative, I can imagine that you are constantly thinking and coming up with new ideas. Are creative burnouts a thing you've experienced or no?

LW: I wouldn’t necessarily call them burnouts but I do have my slumps every now and then. It can be frustrating when that happens because as a creative you never want to feel like you’re losing that energy. And the fear of “content droughts” are real. For me, it’s never about not having enough pictures to choose from and curate—it’s more so the fear of not having the ideas of how to put them together. The best thing I can do is just walk away for a second and come back with a fresh mind. I rather take a few days away than put out something I’m not happy with.

CS: Relatedly, where do you go to spark creativity, whether that's online or in person?

LW: To find that spark? Well first, I’ve gotta clear my head with a run. That’s been my therapy for virtually everything. But besides that, I usually turn to music or watch a movie. Something in a song or in visuals can be really moving, and then I want to recreate that experience or feeling in a new post. Other times, I’ll even scroll through my feed and look back on some of my favorites.

But back to that habit of late night curating, I can very easily fall down a rabbit hole on Instagram, Cosmos, or recently Tumblr to find some nice pieces. Before I know it, a whole hour has gone by. But I love that feeling. It’s like everything clicks and the spark is back. It’s a fire again.

CS: Over the years—along with gaining traction on the page—do you feel like sumfiji held to the same ethos, or was it shaped as you grew?

LW: Generally speaking, I’ve sort of always had an understanding of what sumfiji was for me. The contents of the page anyways. I wanted it to be calm and clean. But I didn’t come up with that “peak paradise” sentiment until about a year later. Looking back, I think it fits perfectly.

But I do think the page has had a metamorphosis in some form over the years. And that was partly due to me growing slightly bored with what I was posting. The color scheme was great, but too consistent. The views were beautiful but you can only say “that’s a pretty sunset” so many times.

That’s where the carousel posts have really shined. The type of pictures I’m choosing are varied in color, subject, and vibe. And that's because I’ve been able to grow with this account during arguably the most transformative experience of my life: college. It’s a real synergy. As time goes on, I’m having new experiences, so my understanding and definition of what sumfiji can and could be has grown with that. It’s really beautiful. Sumfiji is a special part and reasoning behind who I am today. I couldn’t imagine my life without it.

CS: What does the future look like for sumfiji? Do you plan to make clothing/objects for people that resonate with the message of your brand?

LW: Protecting that sumfiji brand and image is my number one priority. For clothing I’d say now it’s a matter of “when” not “if.” I’ve done some research on getting into that space, but it can be intimidating at times! I’ve been quietly making a few boards and designs for stuff I’d like to release. Website, mockups, all of that. But it has to be top quality. Not just for me, but for everyone. I’ve found some great inspiration through brands like Stussy and Every Other Thursday, so that's the bar I’d like to reach, if not maybe surpass one day.

CS: Any projects in the works right now?

LW: As a brand, sumfiji has to eventually transcend beyond Instagram and TikTok. Social media in general. I’ve shared some of my photography work in the past on the page so I’d love to keep doing that. A coffee table book? Hell yes. I’m working on a new series right now actually, so I hope to share that very soon.

For film, that’s a similar sentiment I have. Finding ways to merge my passion for curation with my passion for cinema. Visual storytelling is so powerful. I’d love to do something similar to what @sambafilms or @viviankimx are doing in that regard. I have a few shorts written that could be cool to see under a “sumfiji productions” label or something. It’s all so interesting and exciting. I don’t have a definite plan or strategy of blending the two yet, but who says you have to? We’ll see.

CS: Lastly, if you could give one message to the world, what would it be?

LW: Live your life in moments, not days. There are so many beautiful moments that can happen in a single day - cherish and learn from them.

I once heard this quote from Timothée Chamalet in which he said “life is coming from you, not at you.” That really touched me. Try to remember that if nothing else. There will be many good times and many bad ones. But we are works of art, constantly being molded. Enjoy that experience.

A special thanks to Lewis for taking the time to have a chat with me. I had a great time. Find more of Lewis on his Instagram, @sumfiji, and his website.

into the indoors, 2024.