A BRAND TO INSPIRE PERSONAL EXCELLENCE

OUR MISSION

Our brand is born out of the burning desire to dare to be better, when everything around us makes us lazy, listless, debauched.

We aim to be a constant reminder to strive for more out of this life. To not settle with how we are. To remind us that we can be better, we can improve, we can reach a higher level.

Joy, knowledge, satisfaction, self-fulfillment, peace. Even material gains, if wisely taken. Whatever we want.

But to do so, we must aim for excellence.

"We are what we repeatedly do. Excellence, then, is not an act, but a habit."

We encourage everyone to be better, to improve, to grow.

If our apparel and merchandise can help in that, we will be the happiest!

Per aspera ad astra.

 

OUR INSPIRATION

We got our inspiration from a project called "The Dictionary of Obscure Sorrows", which defined neologisms to express emotions, feelings and conditions that aren't already meant by existing words.

Sonder — noun. the realization that each random passerby is living a life as vivid and complex as your own — populated with their own ambitions, friends, routines, worries and inherited craziness — an epic story that continues invisibly around you like an anthill sprawling deep underground, with elaborate passageways to thousands of other lives that you'll never know existed, in which you might appear only once, as an extra sipping coffee in the background, as a blur of traffic passing on the highway, as a lighted window at dusk.

Life is indeed vast, but people normally don't perceive it that way. This word reminds us all that.

Moreover, another phrase got our complete attention and affection.

"There is no outcome, only eternal unfolding."

We believe we should always remember that life is like music and we should dance along, as this beautiful sound expands and unfolds across space and time.

"It was a musical thing, and you were supposed to sing or to dance while the music was being played." (A. Watts)