Apexero.

I lived motorsport back then, Formula 1 above all and the culture around it. My feed kept showing me brands selling graphic tees with cars on them, and almost none of them were done the way I would have done it.

A month before my eighteenth birthday I had the identity for Apexero, the first designs drawn and the first samples on order. When they arrived I was euphoric: it had worked, and it was something I would wear myself.

That feeling was not empty. Five days after my birthday, with the store freshly live, I posted a TikTok that went viral. The first month brought around 3 million views, July 2023 alone did 1,600,000 CZK in revenue, and the year closed at 4,400,000 CZK overall. Starting that fast, with that kind of reach, was my proof that I might actually have taste.

Apexero still runs today. It is smaller than it was, but I hold more of it: over time I took the shirt printing itself in-house.

In 2023 I could do almost none of this. Branding, design, the store, marketing, production, customer service - I had to set all of it up and learn it myself. Above all, Apexero is the reason I fell in love with design and with making things of any kind.