Peigh Asante is a creative director, community leader, and many other things, but is best known to most people as a wonderful, passionate human. Best known for his work with Trap Fruits and Swim Dem Crew, Peigh’s projects are united by a shared purpose: to foster emotional connection, meaningful experiences, and a sense of belonging.
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In this conversation, we explore the evolution of community - what it really means beyond the industry buzzword and how smaller, grassroots movements often succeed where corporations fall short. Peigh reflects on the joy of swimming as a transformative practice and how sharing that joy with others has shaped his life’s work.
From discussing the emotional motivations behind entrepreneurship to need for meaningful societal connection, we managed to cover a lot of ground in this (slightly shorter than usual) conversation.
We also touch on what it means to move from being a disruptor to a trusted leader - and the importance of empowering others by letting go. Peigh’s approach to creativity and community-building is as much about emotional drive as it is about strategy, and he reminds us of the value in investing time, energy and craft to create something truly meaningful.
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We’ve known Peigh for some time and have always avidly followed his movements wondering what will happen next, and this conversation really felt like sitting down with an old friend, who naturally shapes cultural narratives and who is remarkably self-aware enough to let go and pave the way for future generations.
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