Dan Eriksson (DFS/ETN)

I did not want to make this post at first (fearing that I might sound arrogant), but it is better to point it out.

I have gotten some questions regarding having a clothing company as of late (i.e. others asking for advice on how to start – using my exact model at that).

If you have listened to Podcast Episode 12. The Greatest Glory, you will understand. If not, here is what is going on:

Because of my political engagement (speaking out against the great replacement in European countries) I have become an enemy of the powers that be. This means, among other things, that I am literally not able to get a normal job (that is part of the price you pay for being a dissident – there are other dissidents who have paid a higher price).

Therefore, I must have my own business. Again, I don't have a choice. Someone not in the same situation simply does not need it in the same way.

Moreover, this is not only about me either. It is about something larger than any individual. It is a fight of legitimacy between us (pro-Swedish/European) and them (the regimes of the West). I am, because of several reasons, a champion (not sure which other term to use). It doesn't matter if I want to be, or if I see myself that way, or if you see me in that way. They see me in that way – which is why they want me to fail.

If I want to prove myself as a capable individual, which is required if I am to make a bid for increased influence and power later on, I need to reach as much success as possible. Simply put, if you can run a company well, you will be more trusted to run something larger.

Now, if I may be so bold (which I, in this case, may since it is true), I have acquired quite a good track-record over these last years with the several projects and products – even my detractors cannot say otherwise. Thus, when I say that I seek to perfect each product I release – it is because of many reasons, one of them being that the quality of it will add to my long-term gravitas (and thus likelihood of success).

The coffee for example. Why is it important that it is the best it can be? Because I want nice coffee for myself everyday? Admittedly, that is a nice bonus, but ultimately it is also about showing that the coffee I present and put my name on is genuinely good (especially important in coffee-loving Sweden). This is also why I do not take anything for granted (i.e. I want supporters to like my products not only because they are mine, but also because they are great).
It is about coming in ready to fight any type of fight. I understand this might seem dramatic when talking about something like coffee – but this is the mindset I must have to reach my goals. Competition and improvement at all stages. Whatever it takes – nothing must be left to chance.

Furthermore, speaking of my good track-record, I am happy that I have been able to show a good progression over the last few years. I do not rest on any laurels or, again, take anything for granted. Every successful release sets the stage for coming releases (this is especially true for the wool and linen garments). One victory is used to create another victory – which creates a momentum.

Also, regarding money; there have been opportunities and paths I could have taken (mainly by just staying silent) that would have been a lot more lucrative. Being honest, I do not lament this, since I would only have felt like a coward (and thus miserable) had I not chosen the path I am on. Note; this is my duty and the correct path for my archetype, so I am not saying that it is the correct path for others – for most young guys it is better to keep a low profile and work your way up the institutions (which, in many ways, takes more discipline and is more laudable).

Lastly, to end on a positive note, I am extremely happy and grateful for all the support I have. And, even though it is a must for me, I still greatly enjoy everything I do. Clothing especially is something that truly plays to my strengths. And being on the path I am on is a privilege and an honour, despite the downsides.

Onwards and upwards!

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