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Brand direction

The core value of the business is to make people feel more confident about their differences and direction in life. Encouraging people to show off their differences; culture, lifestyles, music tastes and so on by creating differentiation between every clothing line using metaphorical messages, unique designs and an unapologetic culture.

 We want people to find their own path and place in society and not conform to social norms or conventions that most are bound by.