I broke the belt rulebook. Where everyone else sold fixed belts that aged out fast, I flipped the category with a modular system. Interchangeable straps and buckles. Reversible looks. Monthly new buckles. Suddenly a belt was not a belt anymore. It was a rotation. A personal style engine. That disruption became CM®.
Truth is; I realised the belt industry was asleep at the wheel. Everyone else kept selling the same static belt. One look. One life cycle. No imagination. So I started sketching a system instead of a product. Straps that flip. Buckles that swap. Combinations that multiply.
I look back to 2007 and see the moment the belt industry realised I was not playing the same game. That set the foundation for everything that followed.
