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Co-Owner & CMO at erlich textil – a leading sustainable underwear brand in DACH.
Jun 21, 2026
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3 min read
Fresh off 500 bras, straight into our 10th birthday.
Jun 10, 2026
4 min read
The final numbers (returns pending), the misses I didn't post about, and what changes permanently.
May 25, 2026
Plus five things i've learned how to make it work
May 9, 2026
The full operator breakdown behind our most ambitious campaign to date
May 2, 2026
With real data from erlich textil from the worst consumer year DACH has seen in 20+ years.
Apr 24, 2026
The big calls with the actual reasoning and my confidence at the time. If I'm wrong later, I'll come back and say so.
Apr 17, 2026
The cheapest channel in our stack, and the one nobody talks about enough
Apr 10, 2026
The old tricks don't work anymore
Apr 6, 2026
5 min read
Nike is paying $28 billion in tuition. You don't have to.
Letters from the atlantic
Mar 31, 2026
Was it worth it? Complicated answer.
Mar 27, 2026
How to figure out your platform dependency and what to do against it
Mar 20, 2026
5 things i would do this month
