News

The story of Four Lines Club

“Why does it have to be perfect?! Just do it and you’ll figure it out as you go along”

Those were the words said to me on numerous occasions when I was figuring this brand thing out. Yet, I’m still sitting here, trying to find the perfect words to say. So f*ck it, here it goes, raw, unfiltered, and from the heart…

If I’m being truly honest with myself, we should start from the “MonkeyFit” period. Towards the end of June 2019, I approached my friend and colleague (at the time) Chris Angela, to design a logo for me. This logo should be a reflection of me, being strong, fit, and resilient. Inspiring others to want to engage and have a fitter lifestyle. And we came up with “MonkeyFit”, dated 29th June 2019. I know, don’t ask! But I was so determined in this, I loved the logo, I loved the design, and even decided to set up a company called MonkeyFit in Curacao. This company was meant to provide personal and corporate fitness programs, as well as activewear and other related services. I was so excited, so ready until it all went to shit…

I ordered like A LOT of black and white shirts, think between 500 and 800 pieces, mixed for men and women. My strategy was to have this logo splashed all over the streets of Curacao. Make it very recognizable, so when people see it, they know exactly what it’s about. So I ordered some T-shirts, but they were all HORRIBLE. The print was bad, with lots of pigmentation running through the logo, the craftsmanship was bad, with seams running all over the place, the fit was not right, and the list goes on and on. Not to mention that I spent ALL my savings on this endeavor, the manufacturer was based in China, so I couldn’t send any of these back because of the shipping costs and I also refused to sell them. For starters, having a monkey representing me was a very very questionable choice, the quality of the shirts was very poor and it would be a damaging representation of a brand that hasn’t even launched yet. So, after multiple attempts, many fails, actually only fails, I gave up. In fact, all these 500 to 800 pieces are still stored in my closet, because I vowed to myself to NEVER see these walk any streets, on anyone’s body, EVER! And burning them would hurt way too much… So there are still there…

Fast forward to the year 2020, when Covid was a thing, and we were forced to stay in, I guess the little voices in my head started acting up again, saying “hmm, what if…” So I started experimenting with different logos. At the time I was convinced that having the right logo would set everything off, automatically. I’m not sure that that is indeed how it goes, but in my mind, that’s what perfection looked like. So I googled “how to make your own logo” and found some vector websites. I didn’t know these even existed, didn’t know what they were meant for, I still don’t know, but I just went on one and started playing around. And before I knew it, Four Lines was born in my mother’s home office, at the back of her house, on the 2nd of April 2020. We were right in the first Covid-19 lockdown in Curacao, and I was bored. That’s basically it!

I sat in her office, behind my laptop, with this vision of a logo with different lines, symbolizing or forming the letter F. I knew that that was the vision, to do something within the fitness industry, where the letter F, obviously symbolized just that. Initially to replace MonkeyFit, but as I kept on brainstorming, it became clear to me that this brand is much much than providing personal training and some t-shirts. It was a screaming health and fitness lifestyle brand.