I’ve spent most of my career building brands, marketing cities, producing events and helping other people tell their stories. At some point, I decided I wanted to build something that was mine. And, somewhat unexpectedly, it started with bracelets.

Every brand has an origin story. Here's how a handful of bracelets turned into ASIF.SHOP, and why I finally stopped waiting for the perfect moment to begin.

Eighteen-hour days, thousands of fans, and the hardest job of my life. What working the FIFA World Cup was like and what happens after the city empties.