When I got the assignment to create a brand, I immediately entered maximum overthinking mode.

Should I go with fashion (which I studied) or digital marketing (which I love and am literally doing right now)? So, naturally, I:

- Asked everyone I knew.
-Bugged my mentors so much they probably considered changing their names.
- Spiraled into a sea of indecision before finally accepting the obvious: fashion.

Because as much as I love creating a marketing agency, this was my chance to build something that actually makes a difference.

I knew I wanted something that reflected Montreal and Stockholm—two cities that shaped my aesthetic and values. It had to be:

-Swedish & French, representing both places.
-Minimal but stylish.
-Chic, but not cringe.
-A reflection of my personal style—a deep love for wearing black, which both cities embrace.

So, I did the smart thing and asked ChatGPT (a million times). And boom: Skön Noir.
- Skön – Swedish for beautiful.
- Noir – French for black.

It's an effortlessly cool(if I do say so myself—although I am biased), l, and completely on-brand name for someone who basically lives in black.

I wanted Skön Noir to have that effortlessly cool, minimalist aesthetic—so naturally, I spent way too much time obsessing over every tiny detail.

I was inspired by:

-Acne Studios – Because their branding is so clean and simple.
-My graphic designer classmate – Who “Make a micro-logo for social media branding.” (
-EYTYS – The inspiration for that micro-minimalist logo.

After countless font trials, logo tweaks, and questions about my existence, I settled on a sleek, timeless design that lets the clothes (and mission) do the talking.

I’ve seen fashion’s ugly side—wasteful production, undervalued people, and a “just throw it out and make more” mindset.

We see that:

-30% of creatives are neurodivergent, yet masking is still expected. Skön Noir hires, supports, and lets talent thrive authentically.

-Fashion is a sustainability disaster—it contributes 10% of global emissions and 85% of textiles to landfills. We’re doing better: smarter production, less waste.

-Breaking into creative fields is harder when you’re neurodivergent. We provide mentorship and opportunities—because talent shouldn’t have to fight for a seat at the table.

Skön Noir isn’t just about fashion. It’s about changing how the industry operates.

- Sustainability – Because clothes should last longer than my attention span.
- Inclusivity – Because the best fashion is made for actual humans.
- Neurodivergent Creativity – Because we’re already shaping the industry, so it’s about time we get workplaces that don’t make us miserable.

So that’s the journey so far. Next up: designing clothes, tackling digital marketing, and overthinking every detail along the way. This site is my behind-the-scenes look at building Skön Noir, a brand that values creativity without forcing anyone to fit into neurotypical boxes.

If you’re into sustainability, inclusivity, and the radical idea that neurodivergent minds deserve better, welcome to Skön Noir.

And if you’re just here for the branding dilemmas, SEO deep dives, and inevitable late-night marketing pivots? Buckle up; it’s going to be a ride.