When everyone is trying to be niche, go Super Niche
Super Niche isn’t what’s next. It’s what’s always been, at least for me.
If you know me, you know I’ve always been obsessed with creation, that spark of an idea made real. When something starts as curiosity and ends up as culture, that’s where the magic lives. That’s what I want Super Niche to capture.
Over the years, I’ve been lucky to witness that magic up close. Swiss watchmakers building mechanical poetry. City poets scoring the soundtrack to my daily drive. Chefs composing meals like symphonies. Artists asking questions with color and canvas.
I grew up around people like that. Creatives, entrepreneurs, designers. Originality wasn’t optional. Truth mattered. And truth, when it lasts, usually travels by story.
Most of you know me through the Wrist Check Podcast. Watches were the starting point. The skeleton key. One shared language that opened up a whole world of design, food, art, music, and travel. Super Niche crystalizes that, curates it, puts it on wax and on your For You Page.
Perri shown with; niche underground hip-hop artist Roc Marciano, Watch Collector Dr. Albert Coombs, and Michael Strahan at Phillips
I’ve seen a scattered group of collectors become a global community. Group chats buzzing about sneakers and sweaters. New listeners discovering Larry June because the edit felt right. A dinner in Montreal that started as a link-up and ended like family, with plates passed and stories traded late into the night.
That’s what stays with me. Not the trends. Not the clout.
Virality is the emperor’s new clothes. Flashy, empty, here today, gone in a scroll. Great stories can’t survive inside algorithms or hype cycles. They deserve intimacy, precision, and obsession.
Super Niche is a response to the flattening of culture. In a moment dominated by sameness and surface-level storytelling, we wanted to build something slower, deeper, and more obsessed.
To me, this isn’t just a media project. It’s a map. A way to track the passions that make culture feel alive. Like Bourdain did with food, we’re here to meet people in their niches and trace the invisible paths between them. And most importantly, meet people where they are at.
Because that’s what Super Niche really is. A love letter to the obsessives. The collectors, designers, chefs, makers. The ones who live deep inside their passions and make something timeless from it. The ones who remind us that time, real intentional time, is the ultimate luxury.
Welcome to Super Niche.
Perri Dash, Founder