MAKING 50

What it looks like to start before anyone is watching.

There is a strange moment when you're building something new.

You've spent months thinking about it.

Changing it.

Smelling it.

Questioning it.

Changing it again.

You've obsessed over things nobody else knows exist yet.

And then eventually you have to stop.

You have to make

For our first release, we're making 50.

Not 5,000.

Not enough to pretend DUALITY arrived fully formed with a warehouse, a campaign and a line around the block.

Fifty.

That's where we are.

And we like that.

Because making fifty means we still know what every bottle represents.

It means we're close enough to the beginning to touch everything.

It means things take longer than they probably should.

It means some decisions get made on a computer and others get made standing over a table surrounded by things we've changed our minds about three times.

It means we're learning what DUALITY looks like in the real world instead of only imagining it.

And for these first fifty, we're doing something we probably couldn't do for five thousand.

We're making art.

Every one of the first 50 receives a custom piece.

For that, we're working with Portland artist Eatcho.

His work is dense, strange, playful and full of things you don't necessarily notice the first time you look. Characters collide. Details hide inside details. The longer you stay with a piece, the more there is to find.

That felt right for DUALITY.

Not because we wanted artwork that matched a bottle.

Because we wanted another person's world to collide with ours.

So Eatcho is creating something for the people who show up first.

Not something pulled from a stack of generic inserts and dropped into the box.

A piece made to mark this particular moment.

Because being early to something is strange.

You don't know whether you've discovered something before everyone else or simply wandered into an empty room.

The first people who buy DUALITY are taking that chance with us.

We think that deserves something.

So fifty bottles are going out.

Fifty pieces of art are going with them.

And somewhere on the other side of those packages will be fifty people we probably haven't met, unless our mom buys them all.

That's the beginning.

We don't know exactly what happens after that.

And that's kind of the point.

We're making 50.

Then we're putting them into the world.

Let's see where they go.