First Journal Post- No AI

Here is to rekindling The Handsome Setup; a lost dream from a time when life was simpler, youth was abounding and the future was super bright. I began this concept of The Handsome Setup while working and freelancing. Often, while doing projects or taking breaks, I would frequent this cafe after work - alone or with my sisters - and would peruse through. design books while sipping on coffee. I had come to love Monocle Magazine at the time. I initially came across it browsing the bookstore and then really flipped its pages while sitting at a trendy cool coffee shop in the 'gentrified' parts of the city. (I use the word gentrified very loosely)

One of the issues of the magazine; my favorite issue - was one which was themed around starting a business. It had a flip-book inside the issue as an extra perk of purchase. Every month, I'd treat myself to a Moleskine diary and a Monocle Magazine. Something in the issue had this headline which immediately resonated with my desire to soon start a design studio. The Title or caption read: The Handsome Setup. It was a Aha! moment that I never looked back on. I certainly did not have all the answers, or the know-how of running a business beyond the creative aspects.

That's where it began.

Somehow over the years, the natural process of curiosity and discovery and hands-on ideation were lost somewhere. I was not prepared for the world to change so rapidly. Whether I was for or against it is besides the point. Some of the tangible, human centered processes quickly became almost obsolete but not any less required. And of course, it was difficult to sell something that people didn't even know they needed.

Years and years later, I am revisiting these ideas and curiosities because the name embodies this inherent mood-board that still exists in me; an essence that has not yet been realized. I don't think it can be caught and captured in a jar and call it a day. My gut tells me it has to be inconsequential. It needs to be somewhat un-strategic, unmeasurable and thus, accomodating of genuine sheer cusriosity and joys of life. We need more of that.