This is a shoot I did back in Beijing with NEEMIC, a brand by Amihan Zemp and Hans Martin Galiker. Neemic’s aim is to create beautiful design while striving to make the industry more sustainable. All of their pieces are also designed and made in Beijing – first hand proof that things ‘Made in China’ can live up to high standards for production, quality and resources. Hans and Amihan source leftover material from the high-end fashion industry and GOTS certified organic fabrics, and are co-founders of the Hong Kong organic textile association as well as Agrachina (a network promoting organic agriculture in China).

Talking to Hans about the core of their business was so enlightening, just because his and Amihan’s focus isn’t on an ambitious digital marketing strategy or a viral campaign – but in really improving on the efficiency of what they are doing and perfecting their product. Mind you, all the content they do have is so fricking beautiful. Just look at their lookbook.

Moral of the story: Have a mission, have a set of values, and choose a couple of mediums (be it a blog, magazine, clothing label, or videos) to achieve your goals and reach your desired audience. And be nice. Because being nice is cool.