Be Brave, Be You, Be SISU! Our Moment of Startups

Every swing of the racket and every stroke of the pen is a footnote in their pursuit of a dream. At DHSZ, a group of Year 12 students have channelled their passion for sport and design into a single brand: SISU—Finnish for “inner strength and resilience.” What began as scattered ideas has grown into a full-fledged entrepreneurial venture, encompassing team-building, resource integration, market testing, and personal growth. Today, we sit down with SISU’s founders, Roey H and Antonio Y, to learn how youthful ambition can transform inspiration into reality.

When Midnight Sparks Fly

“It was our friend’s birthday, and we spoke from 9 p.m. until 3 a.m., dreaming about how incredible the brand could be,” Antonio recalls, the excitement still audible in his voice. It was during that marathon brainstorming session that Roey—an avid sports enthusiast—and Antonio—a budding design aficionado—hit upon the name SISU.

“We chose it because it perfectly captures the core of what we want to express,” Roey explains. Though she initially worried about their “lack of experience and limited resources”, she quickly realised that “challenges bring out the best in us, and only true passion can push you through the tough times.”

United by Passion, Divided by Skill

From blank canvas to finished product, the SISU team has stayed true to its mantra: “passion-driven, expertise-enhanced.” Antonio leads the Product Design Department, with Sabrina heading up design, Emily crafting the brand concept, and Lily refining every detail, while Antonio himself oversees the overall visual identity and packaging. Roey led the Marketing Operations Department alongside Nicole, Summer and Angel, who manage social media outreach and financial planning.

“Each member’s university aspirations and areas of interest align perfectly with their role,” Roey observes. “This allows everyone to play to their strengths and provides real-world experience that informs our future studies and careers.”

A Campus Sandbox for Growth

SISU’s seeds took root in a supportive school environment. During this year’s Founder’s Day, the team hosted a dedicated booth, complete with interactive activities to introduce the brand to fellow students and parents. Even before that, Antonio had sought guidance from two of his graphic design teachers, who “offered invaluable advice on packaging execution and promotional strategies.” As Roey notes, “School isn’t just a place for learning—it’s our first entrepreneurial sandbox, where we test, grow, and improve.”

From Pitch Stage to Boardroom Skills

Although still in its early phase, SISU has already notched up a significant achievement: the team represented the brand at the CBPA Investment Competition, presenting a comprehensive business plan—from problem analysis and market strategy to financial projections—and secured a national ranking. “This not only validates our creativity, but also proves our model is viable in the real market,” Roey says with pride.

Beyond these milestones, the process itself has honed lifelong soft skills. “Leading discussions to reach consensus and navigating multiple negotiation rounds with suppliers taught me patience and adaptability,” Roey reflects. Antonio adds, “Maintaining a sense of humour makes our Wednesday meetings both efficient and enjoyable. It’s key to keeping everyone engaged and united.”

Lighting the Way Ahead

Roey has come to appreciate how entrepreneurship goes beyond creating a product; it’s about solving problems and generating value, all while cultivating resilience, patience and the courage to face uncertainty. “I’ll carry this SISU spirit into my university studies and future career,” she affirms. “Perhaps you’ll not only see SISU flourish but also witness me launch other meaningful ventures at university.” Likewise, Antonio has confirmed his passion for branding and graphic design through this hands-on experience. 

Looking forward, the team aspires to propel SISU into the ranks of the world’s top 500 companies and ultimately float on the stock market, inspiring other young dreamers with their slogan: “be brave, be you, be SISU.” 

Entrepreneurship, as Roey wisely notes, is like building a house: “You don’t need every brick in place to start laying the foundations. Learning as you go and adapting along the way is the most practical path to success.” With limitless possibilities ahead, this is only the beginning of SISU’s story. Let us watch as they continue to shine on ever-broader stages.