There is no question in my mind that for a brand to truly imbed itself into people’s lives it needs to personally resonate, it needs to connect, it has to have a have a sense of purpose,reality and authenticity. It has got to connect with “the heart, not just the head”.
While I thoroughly enjoyed working and building brands with these founders the reality was that while I was excited to grow and evolve “their” brands the process was always sensitive to make sure you understood their desires and vision for the brand – not an easy thing to do. I liken it to looking after someone else’s kids – you take all the care in the world with them but it is different to when you are caring for your own.
So in 2009 I decided it was time to change the process. For me to focus my time and effort on something I owned, something I created, something I could truly nurture and grow.
So I decided to quit my job, pack up my family, and move from California to live on the Spanish island of Ibiza. After years of holidaying in Ibiza this was a long-standing dream fulfilled. A place that I always went to when I needed to unwind, a place I truly felt myself. It was my “Happy Place” it was something I was truly passionate about.
A year of living full time on the “White Isle” and I found myself on a business trip to Los Angeles. I saw numerous brands that were enjoying commercial success while seemingly not being founded/based on anything in particular. It got me thinking. With so much positive energy in Ibiza why not start a brand there?
I kept thinking about all that was special about Ibiza and the joy of being there. I thought about the history of the Island, all of its beauty in summer and winter and most importantly the interesting people from around the world that came to call it home.
The more I thought about it the more I felt that my connection to the island was not a singular view but one shared by many. I felt there was a sense of connection between those who chose to live and spend time there, a “brotherhood” if you will.
A rush of creativity, followed by a scurry of notes and a few rough sketches and suddenly “Syd & Rex” was born. Nothing had seemed more pure or clear in all my life.
Working with an amazing group of creative people around the world (thank you all), we are off. Not sure where this journey will take us, but the premise is about “Syd & Rex” providing a little escapism from daily life and connecting you to the “magic” that is Ibiza.
We hope that through our brand we can inject a little of Ibiza’s famous “chilled out” mindset, into your every day world.
Thanks for taking the time to hear our story and please feel free to reach out if you ever get the desire.
Founder, Syd & Rex