A NOTE FROM ME
Writing this a week ahead. It's Saturday morning. I went for a walk straight after waking up, watched Paige Paul's latest vlog, then the behind-the-scenes of Carsol Lee's Frankie's Bikinis collection. It reminded me how much I love watching creative women build things. Whether it's through clothing, social media, a home or a business, they're all creating a feeling. A little reminder that you can create the world you're looking for, too.
This week's edition isn't really about feminity. It's about creativity. And why I think Tommy Paul's new brand is one of the most interesting examples of that lately.
THE ONE TO WATCH
CIGGY’S
Many, including celebrities like Kim Kardashian (UPDATE), are entering the beverage market—from healthy sodas to alcoholic drinks. It's probably a great way to make money, but I find a lot of them a little boring. Nothing I'd actually want to try. Ciggy's feels different. It's fresh air. It's a vibe. A cool one.
Via Instagram @drinkciggys
Culture is back, served cold
ABOUT
A vodka seltzer brand from the U.S. — Introduced in 2026 by professional tennis player Tommy Paul, Ciggy's represents a new generation of alcohol brands. More lifestyle than liquor, it blends nostalgia, internet culture and storytelling into a brand that feels just as relevant as the product itself.
Four flavours, four personalities — Launched with four vodka seltzers—Standard (Grape Ginger), Blast (Berry Lemonade), Easy (Cucumber Lime Salt) and Heater (Spicy Pineapple). vibrant colours, nostalgic branding and playful naming make each can feel almost collectable.
Why their POV matters — While many new beverage brands compete on functionality, health claims or celebrity status, Ciggy's competes on culture. It doesn't invent a new product—it refreshes an entire category. At a time when healthy sodas dominate the conversation and alcohol brands often follow the same playbook, Ciggy's feels like the wild card, shifting the mood.
Via Instagram @drinkciggys
It's not about alcohol. It's about the vibe.
I get why wellness brands are having a moment. But whether one drinks or not, I love when a brand shifts a category. It leaves me asking: Why does Ciggy's feel more intriguing than Kylie Jenner's Sprinter? Is it really the product—or the vibe around it?
My three thoughts on Ciggy’s
01 — The boys got their own Poppi
For a while, it felt like all theexcitingnew drinks belonged to the wellness girls. Ciggy's speaks a completely different language. If you didn't feel like another beer, there wasn't really a drink that still felt at home in the same cooler. Fishing trips. Hockey. Boats. Disposable cameras. Same generation. Different cultural codes.
02 — Coolness can’t be manufactured
The website is a game. The Instagram feels like someone's camera roll. The can belongs in the cooler. Every touchpoint feels like it came from the same group of friends. That's what real culture looks like. The brand didn't create the vibe—the vibe created the brand.
03 — You can't rush a cult brand
Most brands launch everywhere and hope people care. Ciggy's did the opposite. By only selling on Nantucket, they're building the Ciggy's world before expanding distribution. Once people buy into the culture, scaling the product becomes much easier.
Via Website
"Many things have been done before. Just not by you." That's probably my biggest takeaway from Ciggy's. It's just another cool version of what can be done. Build your vibe. Make it a business. Especially now, when everyone's selling the playbook, be the one who wings it. Honestly (to me), the most interesting brands are controversial, risky—but fun.
TO FOLLOW
HENRY CROUCH
One of my newer TikTok follows. Morning surfs in Malibu, interiors, street style. He makes everyday moments feel cinematic. (Again), such a good reminder that you don't have to reinvent the wheel—you just have to do it your way. Super inspiring vibe. Here’s the mood on TikTok.
SAVED
13 SECONDS OF MALLORCA
ON MY MIND
THE NEXT STOP IS CALLING
Stagnation isn't stillness.
Sometimes I worry I'm not moving fast enough. Not doing enough. Not pushing hard enough. Then I remember how often my life has looked completely still—right before everything changed. It's a funny contrast between the urgency we're taught to live with and the quiet belief that what's meant for you arrives when it's ready.
And I have a feeling my next chapter is closer than I think.
See you next week.
*Visual rights belong to the respective brands. Images are clickable to their original sources.
NEXT WEEK
YouTuber Claudia Sulewski’s ethereal, genderless bodycare brand. Estimated to reach $50 million in sales this year…
Which companies inspire you? Leave a comment on Instagram below — I’d love to hear.