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About us

We are Katarina and Veljko. We are the founders of  THE PENAL BRAND and this is our story.
Back when we were teenagers, like most others, we thought we had it all figured out. Full of imagination and dreams, we thought that being a grownup is just a matter of doing the right things at the right time and going on enjoying our lives.

  • Finish school
  • Get a job
  • Get married
  • Have kids
  • Enjoy life

Wait… What?

Katarina: Even though we did everything we were instructed to do – something was missing.
We found ourselves struggling to stay in that vaunted comfort zone. But it was not comfortable at all. Working in shifts, for meagre wages, with little to no quality time with our kids or with each other. It was a cage with golden bars.
We saw the people we had become. It was not us. We were caught up in a constant losing battle for our lives. For our time.
Finally, we snapped. We realized that we had become slaves, even though we managed to accomplish all the things we thought we were supposed to do to earn our freedom. Freedom of choice. Freedom to organize our time. Freedom to spend time with our children.
The decision was brewing in our mind, but we kept on doing the same thing, day in day out, afraid to lose the safety net. Then one day, after an exhausting day at work, Veljko said something like:
“We’re wasting time. Whose permission are we waiting for?”
And that was that. The next day was like a dream. It was like we somehow managed to turn back the clocks to the time when we were still full of imagination and energy. When we were free.
And it was nothing we actually did. It was just the realization:
What if there is no perfect moment? What if the only time we got is right now?