Measured In Moments (Blog)

Measured in Moments

MMRY was built on a simple belief - time and memory are our true currency.
Not money. Not status. Not validation. But the moments that shape us, the memories that linger, and the quiet decisions that slowly define the course of our lives.

Measured in Moments is an exploration of that belief - not as a concept, but

as a lived experience.

This drop, and the campaign film that accompanies it, sits in a space between two possibilities. Two lives. Two futures. Both familiar. Both real.

The Weight of Two Paths

The campaign follows a character caught between conformity and creation.

In one reality, he lives within expectations. He sits at a dinner table surrounded by voices that echo doubt, judgement, and well-meaning concern. He is present physically, but elsewhere mentally. He's tuned out, compressed, slowly shrinking into a version of himself that feels acceptable rather than fulfilled.

In the other reality, he is alone in his studio. Creating. Focused. Alive. There is struggle here too, but it is purposeful. This version of the character is aligned with who he has always felt he was meant to be.

Neither path is presented as purely right or wrong. That tension is intentional.

Because this is not just his story.

It is mine.

Memory as Material

Measured in Moments is rooted in my own memories - moments where I questioned whether pursuing creativity was irresponsible, unrealistic, or selfish. Moments where choosing creativity felt like choosing uncertainty. Moments where the idea of a “normal” life felt safe, but quietly suffocating.

Rather than documenting those memories directly, they’ve been re-designed into fiction.

The character is not me, but he carries my doubts.
The dialogue is not literal, but it reflects conversations I’ve lived through.
The environments are symbolic, mirrors of emotional states rather than exact places.

By fictionalising the experience, the work becomes more open. Less instructional. Less resolved.

And more honest.

"Nothings every pushed me forward more then knowing i have potential. Believe me. Everyone has potential. Maybe its delusional for me to think like this, and maybe i'm  just crazy - but it works for me." - J Gallagher

Leaving Space for Interpretation

MMRY has never been about telling people what to think.

This campaign doesn’t offer a conclusion. There is no final answer, no definitive “right” life chosen. The film exists as a reflection, a moment frozen between decision and consequence.

That uncertainty is deliberate.

Everyone watching brings their own memories with them. Their own pressures. Their own unspoken ambitions. Some will see conformity as comfort. Others will see it as compromise. Some will recognise the artist. Others will recognise the fear.

Some might see themselves.

Garments as Artefacts

The clothing in Measured in Moments functions as more than product.

Each piece is an artefact - something that exists because of the story, not alongside it. They are distressed, faded, and considered. Designed to feel lived-in rather than loud. Familiar rather than forced.

They carry the same tension as the film - structure versus freedom, restraint versus expression, past decisions sitting alongside future possibility.

They are not statements.
They are evidence.

"I think perfection is ugly. Somewhere in the things humans make, I want to see scars, failure, disorder, distortion." - Yohji Yamamoto

Part One of a Larger Memory

Measured in Moments is the first of three chapters.

This is the beginning of a broader reflection on how memory, time, and personal history shaped the brand - and how choosing to pursue a dream is rarely a single moment, but a series of small, unresolved ones stacked on top of each other.

This chapter lives in the pause.
The hesitation.
The moment before becoming.

Everything that follows grows from here.