2025 will mark a pivotal year in the journey of fabric. It will be a time of exploration and product refinement as we continue to push the boundaries of delivering hospitality-inspired multi-family projects that level up the living experience and enhance human connections. The year we dive deeper into the discovery of our NOTBORING why.
Last year, our team delved into Simon Sinek’s book Start with Why. The discussions that followed had a profound impact on our organization, urging us to explore and articulate our deeper purpose. We realized that we had been primarily focused on the WHAT and HOW of our work, without fully considering the WHY behind everything we do.
Although it seems logical that companies should intuitively know Why they exist, the truth is most companies are not clear on what truly drives them and Why they do what they do. You often hear about individuals that do deep spiritual work, and the results are that they find themselves. Finding your Why as a business is the equivalent!
Our WHY is simple: “NOTBORING.”
This guiding principle is at the heart of everything we do, fueling our passion to deliver projects that truly make people’s lives more exciting and meaningful. It influences every facet of our business, from the locations of our projects to the hospitality-inspired interior design and the highly curated amenities that extend the boundaries of home.
We feel that life is an epic adventure, and our work should reflect that ethos. We believe lives should be lived with purpose, enriched daily by human connections, community, and vibrant urban experiences. It would be easy to focus on boring projects that are much easier to execute on, however, we have chosen a more difficult path that aligns with who we are fundamentally. We carefully examine every detail, especially project locations, to identify what will truly enhance and inspire our residents’ life experience.
Over the past decade, we’ve learned invaluable lessons. We’ve experimented with various approaches — from commercial value-add to new condos, townhomes, purpose-built rentals and mixed-use spaces. Through these experiences, we’ve refined our focus and honed our niche.
The soul-searching we’ve done has revealed our “Not Boring” purpose, and we’re chipping away at the stone, revealing the purest version of fabric.
While we’re not 100% there yet, we’re getting closer every day, and the future is incredibly exciting!
fabric is committed to revolutionizing the multi-family experience. We are operating in a completely different lane than the traditional mundane multi-family projects, and we’re focused on creating real value where it matters most.
Our goal is to break the mold of assembly-line living and we look forward to delivering NOTBORING projects in 2025!