Posting even when we’re at the afters

Running a brand means everything is always moving — drops, designs, edits, emails, logistics, customer support... and content. Lots of content.

For us, content is more than just marketing. It’s how we tell the story of the world we’re building.

And to keep that story consistent without losing our minds, we schedule a lot of it ahead of time.

Here's how it works behind the scenes

We split our content into two categories:

1. Scheduled content — product updates, early-morning posts, launch reminders, etc.

2. In-the-moment content — personal shots, late-night thoughts, real-time energy from the world we’re in.

If you're following us, you’ll probably notice that some posts hit at 9.30am sharp. That’s not because we’re up early. It’s because we’re either still out or deep asleep. Either way, Shopify is doing the work in the background while we live the life our brand is built around.

Why scheduling content is essential

• It keeps the brand active when we’re off-grid

• It frees up time to focus on product and community

• It creates space for spontaneous, real storytelling

• It reduces burnout and decision fatigue

• It ensures we don’t ghost when life happens

We use Shopify’s ecosystem and connected scheduling tools to map our content in advance — usually weekly — so the foundations are handled. That gives us the freedom to post raw, real, and reactive moments when they actually happen.

Staying human while staying consistent

We believe in showing up with energy. But you can’t do that if you’re constantly playing catch-up. Scheduling content lets us live the world we’re building — rave culture, late nights, loud self-expression — while keeping our community connected the whole time.

It’s how we stay real and reliable.

Hence why these blog posts are done at different times, it's done when we fancy a chat xx