When I think about how ANAIDD began, the answer always comes back to the same place. Leather was never a marketing decision. It was never about trends or what was popular at the moment. It was simply the material that felt honest to me from the very beginning.
I have been around fashion for most of my life. Starting young meant I saw both the beauty and the reality of the industry early on. I saw how quickly things move, how often ideas are recycled, and how easily something can feel exciting one season and irrelevant the next. That experience shaped how I see clothing. I never wanted to create pieces that only made sense for a moment in time.
Leather stood apart from that.
A Material That Grows With You
Leather changes as you wear it. It softens, it adapts, and it carries marks of real life. That is something I have always loved about it. It does not pretend to stay perfect forever. Instead, it becomes more personal with time.
To me, that feels very human.
When I design, I think about how someone will live in a piece. How it moves with them. How it feels years later, not just the day it is first worn. Leather allows that kind of relationship. It is strong but flexible. Structured but expressive. It holds shape while still telling a story.
That balance mirrors how I wanted to build ANAIDD itself. Strong foundation. Room to evolve.
Always Drawn to Leather
Even before ANAIDD had a name, leather was always present in my wardrobe and my creative ideas. I was drawn to it naturally. Jackets, trousers, structured pieces that felt grounding and confident. Leather had a way of making an outfit feel intentional without trying too hard.
It never felt loud to me. It felt secure.
As my creative direction developed over the years, that connection only became clearer. Leather was the material that consistently made sense across different phases of my life and career. No matter where I was traveling or what part of the industry I was working in, leather always felt relevant.
That consistency mattered to me.
Building a Brand Without Forcing It
When I started ANAIDD, I did not sit down with a plan to follow trends or chase attention. The brand came together naturally, the same way my relationship with leather did. Slowly. Thoughtfully. With intention.
I knew I wanted to create something long-lasting. That meant choosing a material that could support that vision. Leather is not fast. It requires care, patience, and respect for craftsmanship. You cannot rush it. And you should not.
That process felt right to me as a founder. I wanted to build something that could stand on its own without noise. Something that did not need to constantly reinvent itself just to stay relevant.
Leather allowed that.
Craftsmanship Over Hype
In a fast fashion world, leather asks you to slow down. It forces attention to detail. Every cut, every seam, every finish matters. You feel it immediately when something is made well.
That level of craftsmanship aligns with how I see luxury. Not as excess, but as intention. Not as trends, but as quality and care.
With ANAIDD, the focus has always been on how a piece is made and how it feels. Leather gives us the ability to create designs that feel grounded and elevated at the same time. Pieces that can be worn again and again without losing their relevance.
That matters more to me than seasonal hype.
Timeless Does Not Mean Static
One thing I want to be clear about is that timeless does not mean boring or unchanging. Leather is incredibly expressive. It can be soft or structured. Minimal or bold. Clean or textured.
What makes it timeless is not the lack of creativity, but the strength of its foundation.
ANAIDD is built the same way. The designs evolve. The silhouettes shift. The details refine. But the core stays steady. Leather allows us to explore creativity without losing identity.
That balance is important to me as a creative director.
A Reflection of the Brand and Myself
In many ways, leather reflects how I approach life and work. I value resilience. I value growth. I value things that last and improve with time.
ANAIDD was not created overnight. It grew from years of experience, observation, and learning. The brand was shaped by patience and clarity, not pressure.
Leather represents that journey perfectly. It is strong but not rigid. It adapts without losing its essence. It holds history while remaining relevant.
That is exactly what I wanted ANAIDD to stand for.
Why It Will Always Be the Foundation
As the brand continues to grow, leather will remain at the center of ANAIDD. Not because it is expected, but because it is true to who we are.
Trends will come and go. The industry will keep moving fast. But leather gives us something steady to return to. A material that supports longevity, authenticity, and intention.
ANAIDD was built on those values. Leather was never just a choice. It was the foundation.