Going 9/10ths is fun as fuck. But if you’re only ever going hard, you’re missing half the fun. Pulling off, cooling out, savoring it. That downtime is how we make sense of intensity. Besides we're just driving around in circles, what’s your hurry?
Three years ago the KeyLow crew pitched we do a collab. We were already driving buddies, the brands played well together, and Earth to Robots was serendipitously sitting on a key idea. Should be quick and easy: plug into their manufacturing flow, dial in some tees, done by Christmas. Hold up, there’s more thinking to be had.
At a moment when skulls signal how tough a bro is we wanted to swerve in a softer direction. The Skully key was yin and yang. An invitation to go buck wild but also take it easy when the mood called for it. We found Jada Jeni, a super sick illustrator, to help bring the vibe to life. And a year-in started to feel maybe there was no hurry after all. Just in time for the glacial pace of manufacturing to kick in.
By this time we’re rounding the corner on year two and jonesin' for a late summer drop. Keys were cut. Tees printed. Let’s send these gems out into the world. Not so fast friends – the one-year-only ignition on our '69 911 wasn't taking the key. Time to find a new factory. LOL. It took an entire year to figure that last one out. Like the key says, what’s your hurry?
Here we are, 36 months later and right on schedule. Busy minds have a hard time standing still, always lining up the next challenge. But even if your happy place is going 9/10ths, some things can’t be rushed. Besides, what’s your hurry?