Oct 07, 2020 09:44 AM

What inspired you to create your own brand? 

For me, it was the absence of something I would wear. Bracelets always had my interest, but I could never find something with a brand identity or with an inherent coolness, at least that I could afford. Bracelets were either expensive but cool, or cheap and without any story. With Pig & Hen, we filled that gap.


What is the inspiration for your brand’s name?

The name Pig & Hen is based on an old sailor myth. In the early 1600’s sailors had a tattoo of a pig and a hen on their feet to protect themselves against bad luck. It was believed it gave the sailors the ability to survive, when they had to abandon ship.


Did you always know you wanted to be a designer? Why or Why not?

It was never my dream, even though I am the third generation in fashion of my family. I always liked to fiddle with things but never felt I was good enough until I found my niche in rope (bracelets).


"It is the journey that counts, not the end goal."


What was your previous work experience before launching your brand?

Online Marketing and sailing! Before we started the brand, I was working as a freelance online marketer working for different clients. I mainly focused on social media marketing and in my free time I was busy sailing races all over Europe. I’ve basically combined the two now.


If you could do something different before starting your business what would it be?

I wouldn’t change a thing. Mistakes were made and lessons were learned. That’s what gives you character and experience. Building a brand and a company is great fun, but there are a lot of challenges along the way. It is the journey that counts, not the end goal.


What was the toughest circumstance you overcame when just starting out your business? 

We have bootstrapped Pig & Hen from day one, so cashflow has always been a challenge and would keep me up at night. Besides cashflow, I guess it would be making sure everyone within the company has the same vision and goal.


"Fashion is a part of culture, a weird current we all want to keep track of."


How important is social media to your brand?

Obviously very important! We’ve had great success all over the world due to social media. For us, it is an easy way to test demand in various markets and finetune our product. Social media platforms are the most important to be seen on nowadays, that’s for sure.


How do you define fashion?

Fashion is a part of culture, a weird current we all want to keep track of. Some more than others of course, but everyone is fashionable in some sense. The fact that everyone has a (slightly) different opinion about fashion, makes it extremely interesting.


Are you passionate about something other than fashion?

Sailing is still my first love, as I spend a lot of time out on the water. Besides sailing, I have a pretty active life. I probably have more hobbies than I have time.


"Never measure someone’s success on the amount of money he or she makes."


Do you see your brand ever expanding into a different avenue? Why or why not?

Probably not in the foreseeable future. We are a brand leader in men’s (rope) bracelets, this is what we are extremely good at and something I really enjoy. We are starting to work with a lot of different materials, so I think we are good for the next 5 years. The biggest mistake a brand can make, in my opinion, is thinking they will be good in a different category. Most of us just aren’t. 


What does the word “success” mean to you?

To me, success means doing something that makes you happy and fulfilled on a daily basis, giving you the ability to share that success with others. Money doesn’t even really fit into that equation unless it gives you the freedom to do what you want. Never measure someone’s success on the amount of money he or she makes.


If you were not in the fashion industry what other industry/job would you be in?

A sailor for sure. Nothing beats being out on the water, competing against likeminded people.