Strength and resistance
- December 3, 2018
THE ESSENCE
Strength and resistance are the two words that most define our true brand essence.
So we chose them to name the first collection of upwear corresponding to the season Fall/Winter 2018.
We wanted to create a collection that spoke this strong language without words. Our brand represents the true rawness we have in ourselves to battle obstacles and challenges each day.
That if we conduct ourselves through strength and resistance we discover who we are and we are able to be true to that no matter what.
INSIDE THE COLLECTION
THE COLORS
For this collection we focused in 2 colors, black and white.
White is a natural positive color. It means simplicity. There is a purity in being true to what we believe and to what we are and want to be. Bringing light to our lives.
Black means power and strength. It exudes confidence in our appearance opening the way to embrace our potential as humans and citizens of the world.
There’s so much that can be said about ourselves, through our clothes, through the way we choose to dress.
THE"AKS"
In addition to the powerful colors we chose, we add the “aks” in various pieces.
The “aks” represent our strength and resistance to the adversities. Directly linked to the brand message, represent the battles we have to endure in our lives and never letting them to break us.
Why “AKs”?
Because it is a weapon recognized for never getting stuck. That being said, regardless of the environment in which we grow up or we are at the time, and the obstacles that may arise in our journey we will not jam and we are here to resist.
To be all that we can be!
GUNS WERE MADE TO DESTROY, WE WERE MADE TO CREATE.
Our guns fire creativity and imagination.
Our ammo is through ideas, expression, believes and passion – those are the only things that should be fired. The army identity that we show is shaked to the core. A sense of being strong and loyal to our believes.
For us, is not about being the best that matters, it’s giving our best whenever we can, because in this world sometimes we fail and fall and get up again, other times we lay down and we don’t have the strength to get up.
But when that happens, we have to resist, we have use our strengths to rise.
Because everything is possible if you believe, in you.