The myth of the “personal brand” started in 1997.
And it’s still wasting our time.

The phrase was coined by Tom Peters in Fast Company in an essay called “The Brand Called You.” His idea? In a world of layoffs and corporate churn, you couldn’t rely on a company to protect you. So you had to treat yourself like a product.

Package yourself. Polish yourself. Market yourself.

“You’re every bit as much a brand as Nike or Coke.” That was the line.

Colour is energy. It’s the first thing people see.
Fit is presence — when clothes honour the body, we feel at ease.
Identity is expression — without it, clothes become a costume.

When colour, shape, and identity align, something powerful happens: style stops being about performance, and starts becoming a source of clarity, confidence, and resonance.