The Journey

Building iHeartNerds in Real Time

iHeartNerds didn’t start as a brand. It started as an idea — a place where curiosity, intelligence, self-expression, and rebellion all live under one identity. I’m building this from zero. No connections. No team. No background in fashion. Just creativity, discipline, and a mission: to create a brand that feels honest, different, and true to who I am. This page is where I document that journey.

Why I’m Building in Public

Most brands hide the process until everything is polished. I’m doing the opposite. I want you to see the real work — the early sketches, the decisions, the challenges, the confusion, the breakthroughs, and the wins. Because the story matters. And this brand is a story in motion. You’re not just buying clothes. You’re joining the brand.

Episode Library

Episode 1 — Starting a Clothing Brand in 2025

As I post more episodes, they’ll appear here chronologically.

Follow the Journey

If you want to see the raw behind-the-scenes — running a brand, designing pieces, telling the story, and building this from the ground up — follow me here:

https://youtube.com/@simons.ascent?si=ksWJ-ftwH1M_BHk4

The Vision

This brand is for the thinkers.

The observers.

The self-made.

The outliers.

This is the beginning. Thanks for being here for the first chapter.