Van Meer grew up in the Netherlands and always aspired to be his on boss. As he got older, he saw opportunities online and pursued the areas of e-commerce and digital marketing.
Van Meer would go on and build large fashion Instagram accounts with over 500k followers and multiple brands contacted him in order to promote their brands. After a year of doing that, Van Meer realized that ads on his accounts greatly lowered his engagement. He realized it would be better to start his own brand catered to his audiences. By sticking with one brand, Van Meer was able to build trust and familiarity with his audience.