TrackT Founding Circle - Team, Vision & Roadmap

My brother Jules and our friend Edgar had already been deep in the sneaker resell game for years. They knew the market perfectly. Then summer 2023 hit, and they came to me with a vision: TrackT. A new kind of streetwear platform rooted in culture, not just commerce. The goal ? To give the youth something with more soul, more depth than mass-produced gear with zero identity.

From Vision to Reality: The Birth of TrackT in Lyon

They had the idea, the capital, and the market know-how but they needed more: a brand, a strategy, a space that pulled it all together. That’s where I stepped in. And that’s where the story really begins.

Setup & Inventory

Fast forward two months — November. We moved into a spot right in the heart of Lyon. We built out a hybrid space: showroom in the front, workspace in the back, and massive industrial shelves to hold the inventory. That place became our home for over a year. And it’s where TrackT was born.

Roles & Roadmap

Like with every project I take on, I like to break things down, understand the mechanics, and build a framework that actually works. So I dove deep — into the culture, the history, the business models. I studied how the market moves, who the players are, where the margins live. Who are we sourcing from? Who are we speaking to? What makes this ecosystem tick?

We needed structure. So we mapped out a clear roadmap to shape our direction:

1. DEFINE THE IDENTITY — Build a bold brand that speaks the language of today’s urban youth.

2. RETHINK THE EXPERIENCE — something way beyond the usual reseller formula.

3. SIMPLIFY BUY & SELL — Make it easy with a clean, powerful e-commerce platform.

4. BUILD A COMMUNITY — around streetwear, culture, and shared values.

Here’s how we split the roles:

Jules handled logistics and social. Edgar managed cash flow and sales. And I? I designed the brand universe — the site, the visuals, the strategy, the storytelling..