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“Since when has it become not cool to try?” 

Established in 2022, SINCE WHEN was founded as a creative studio centered around the ethos of 'trying,' (inspired by an artist interview of ASAP Rocky). The aim was to explore concepts across art, design, objects, and spaces. In the process, SINCE WHEN started a podcast featuring local creatives who shared a similar energy. This mantra of 'trying' remains central, yet has evolved from a branded project into a philosophy for the studio practice of artist and designer Tyler Cash.