There are versions of ourselves we once worked very hard to become.

The version who wanted that job.
That relationship.
That city.
That plan.

And sometimes, when we no longer want the same things, it can feel confusing.

Like we gave up too soon.
Like we wasted time.
Like changing direction somehow means we got it wrong.

But not every version of you is meant to stay forever.

Some versions of you were there to get you through a certain moment.
To teach you something.
To protect you.
To help you understand what you want.. and sometimes, what you don’t.

We’ve felt this while building IT’S OKAY too.

There have been ideas we were completely sure about, until we weren’t. Plans that made sense at one point and stopped making sense later. Things we thought the brand had to become, just because that was the direction we had imagined at the beginning.

It’s not always easy to let go of something you’ve already invested time, energy and hope into.

But continuing only because you’ve already started isn’t always the right answer.

You’re allowed to outgrow old plans.
You’re allowed to change your mind.
You’re allowed to become someone your past self didn’t expect.

It doesn’t make that old version of you less real.

It just means it got you this far.

With love,
IT'S OKAY 🤎