Twenty years. It still feels strange to write that. Looking back at CM®, I don’t see a straight line, I see a series of early decisions and big risks before there was any certainty on anything at all. I remember the first belt prototype clearly, because it was the first time the idea left the sketch and became real.
To mark 20 years of CM®, here are 20 random first moments inside the brand. Moments where I did something for the first time, when there was no blueprint and no certainty, just a decision to move forward. I’ve documented them as process, as memory, as proof that everything starts somewhere uncertain, and only becomes clear later.
1. FIRST ARENA EVENT
2. FIRST AUGUSTA NATIONAL MASTERS
2. FIRST PHOTOSHOOT AT 16
4. FIRST LAUCH PARTY
5. FIRST BELT DESIGN
6. FIRST GQ ISSUE
7. FIRST BMW EVENT
8. FIRST RETAIL AWARD
9. FIRST DEPARTMENT STORE
10. FIRST RED CARPET
11. FIRST GLASGOW EVENT
12. FIRST SHOP FIT
13. FIRST SCOTTISH GOLF AWARDS
14. FIRST COUNTERFEIT BELTS
15. FIRST LIVE TV INTERVIEW
16. FIRST FASHION AWARD
17. FIRST LONDON FASHION WEEK
18. FIRST CELTIC FC CUP FINAL BELT
19. FIRST RED BULL EVENT
20. FIRST TIME PRETENDING TO BE BATMAN
