AN INDEPENDENT MAGAZINE “UNDISCOVERED”- ON TASTE, TIMING AND THE MENTAL GAME OF CREATIVITY
IN A CREATIVE LANDSCAPE THAT MANY DESCRIBE AS “OVERSATURATED”, THE FOUNDER OF UNDISCOVERED SEES SOMETHING DIFFERENT…OPPORTUNITY. RATHER THAN BELIEVING IT’S HARDER THAN EVER TO BREAK THROUGH, HE ARGUES THE OPPOSITE. THE INDUSTRY DOESN’T LACK SPACE-IT LACKS CARE.
INTERVIEW AND PHOTOGRAPHY BY @SAMMUELEDWARDS
IS IT REALLY HARD TO BREAK THROUGH?
THERES THIS NARRATIVE THAT EVERYTHING’S SATURATED re’s this narrative that everything’s saturated,” he says. “But the majority of people aren’t even that good. If you genuinely care about your craft, it’s actually easier to stand out.”
For him, the difference lies in intention. Creators who focus purely on virality — on blowing up quickly — often burn out just as fast. Those who love what they’re building tend to last. And longevity, not speed, is what creates impact.
“Everything takes time. If you care enough to do something different — to provide real value — people will eventually see it.”
Sometimes that means being ahead of your time. He references how in music, certain artists introduce a sound that feels unfamiliar at first — until culture catches up. The same applies to fashion and creative work. If even one or two people deeply connect with what you’re building, that’s often enough. The rest can follow later.
“It’s never just about the clothes. It starts with a presentation. It’s the first thing you see,” he explains. Before anyone understands the construction or the concept, they’re responding to imagery. Campaigns, casting, art direction, lookbooks, the visual world a brand builds is the hook. It’s what stops the scroll. And while we’re often told not to judge a book by its cover, in fashion, the cover is the invitation.
But strong visuals alone aren’t enough. There has to be something deeper. A story. A narrative. A point of view. The brands that resonate most are the ones where you can feel the intention behind the imagery. Something personal, cultural, or emotional running underneath the surface. When a brand communicates something beyond product, it creates attachment rather than just attention.
Then there’s community and he believes it is where many brands either thrive or fail. “Do people feel represented? Is there a sense of belonging?” The most exciting brands don’t just sell clothes; they build spaces. They make people feel seen. In today’s landscape, loyalty and cultural relevance often outweigh technical innovation. Some of the biggest names aren’t necessarily reinventing garment construction — they’re cultivating identity and connection.
Design still matters, of course. It shows skill. It reflects taste. However, he’s realistic about how the ecosystem functions now. Marketing has become inseparable from success. A well-designed product with poor marketing may never be discovered, while a “good enough” product, presented and positioned brilliantly, can flourish.
THE QUALITIES OF EXCITING EMERGING ARTISTS
When asked about common traits among the most compelling creatives, his answer is immediate: understanding and taste.
Understanding people. Understanding culture. Understanding psychology.
“They know what grabs attention. They know what makes people feel. Their cultural fluency is deep.”
That depth allows them to create work that resonates beyond aesthetics. And then there’s taste, that harder-to-define but unmistakable quality. The ability to create something that feels objectivly good. Not just liked by one niche, but widely appreciated.
In contrast, he’s quick to point out how often new brands simply replicate what already exists, mass-produced silhouettes with a logo stamped on top. The result? A sea of sameness.
“That’s where the saturation comes from. Everyone’s following the same script.”
THE HARDEST PART OF BUILDING UNDISCOVERED
Surprisingly, it isn’t logistics or operations.
“It’s a mental game,” he says.
Building a platform has mirrored his own personal growth. “Business is basically personal development in disguise. How you are internally reflects in how your business performs.”
Mindset, habits, perspective, those are the real battlegrounds. Not hustle culture, not endless grind. In fact, he’s grown sceptical of the glorified burnout mentality.
“If you can’t sit still and not work, is that healthy?”
Travelling through Europe, especially Paris, shifted his perspective. The slower rhythm. The appreciation of life beyond career. In contrast to cities like London or New York, where speed dominates, he’s begun questioning what balance truly looks like.
FINDING THE “UNDISCOVERED”
One of the most common questions he gets: How do you find all these designers?
He laughs. “Shout out to the algorithm.”
Between DMs, emails, and endless scrolling, discovery becomes a domino effect. One great find leads to another. His screen time might be high — but it’s intentional.
“I love what I do. So even when I’m on my phone, I’m kind of working.”
IF HE COULD CHANGE ONE THING FROM THE INDUSTRY
His answer is thoughtful and perhaps unexpected.
“We’re in an age where everyone’s an expert. There’s so much information — but it’s all one-size-fits-all.”
Not every creative thrives the same way. Not every photographer wants to be on TikTok explaining their process. Not every writer needs to pivot to video. Some want anonymity. Some want visibility. Some want community; others want solitude.
When everyone is told to follow the same growth script, originality collapses. Saturation increases.
“That’s where the SIMILARITY comes from. Everyone’s told to follow the same blueprint.”
Instead, he advocates for tailored guidance — advice that considers personality, strengths, lifestyle, and creative intention. Not performance for the algorithm, but alignment with self.
“Do what works for you. Take what information helps and leave the rest.”
At its core, Undiscovered isn’t just about spotlighting emerging talent. It’s about resisting sameness. Valuing taste. Trusting timing. And understanding that building something meaningful is as much an internal journey as it is an external one.
