My name is Ernesto, I’m 23, and I started Laurnt at the beginning of 2025 with a simple idea in mind. Creating a place with unique pieces of clothing, fashion that feels authentic and not an trendy commercial fast fashion brand where you can only buy the latest trends. A place where you can find fashion items inspired by a lot of different cultures, trends and different clothing styles Just like I said, Laurnt began small. I built my first website at the beginning of this year from my bedroom at my parents' place.  In the first 30 days, I’ve pretty much spent all my time researching lots of inspirational brands from different markets. That gave me insight in what the fashion world was doing, what I thought it was missing, and how I could improve upon the existing fashion supply. I discovered that most brands, even those in different markets, are doing pretty much the same thing. Most of the big fashion brands just chase trends is something I found, and are just trying to adapt to the customers who only want to fit in with the people around them. That's how I saw an opportunity to build a clothing brand that separates from this customer and business strategy. First I had no idea how I needed to sell, but after doing research on social media platforms and on the internet, I found a custom avatar with a product demand that was not being targeted. These people I'm talking about are individuals who try to dress to expand their character, what I mean by that is that these people feel one with their clothes because they feel it's authentic to them and don't need to fit into a certain trend or group, but just want to express themselves.

That's when I knew what type of brand I wanted to build.