What is it about our modern society that encourages us to want to identify ourselves with brands?

Is it that we are so devoid of a real sense of belonging within our disenfranchised ways that we seek out others of like mind and proudly display this affiliation on our T-Shirts. Is this in fact just another form of a gang patch, albeit a more fashionable one?
Is this why big surfing brands have moved into fashion? Once upon a time these manufacturers only gave out shirts to their sponsored riders to let others know that they were in fact using their products.                                                                           
A moving billboard of sorts, but it was never part of their core business.                    
Others then wanted to attach themselves to the lifestyles portrayed by those sponsored riders, without going through the years of sweat and hard work to in fact earn the right to wear the badges of a sponsored rider. And the fashion brand side of things was born, at the expense of the integrity of what the shirt actually once meant - a hard earned badge of honour.

This applies to the whole streetwear genre, and has spurned a whole new way for us to identify ourselves. But ask yourself a question. Why do we wear these brands? Are these shirts a continuation of this billboard concept and just turn the wheels of these huge corporate machines. Ask yourself the next time you see someone in a sports gear producer fashion t-shirt - "why are they wearing that?"
Is it cool or are they just  buying into the corporate machine concept?
Cynical much?

We want to put philosophy and ideas behind our designs, not just be that walking billboard. We want to make people think as well as produce good looking kit. This is the difference, it's kind of like the story from our childhood that you might remember called “The Emperors New Clothes” (follow this link to refresh if you can't remember).

We don’t want to conform to what the other sheep are doing, who gives a flock what they are wearing.

This is your opportunity to think a little bit more about what you are doing and why you are doing it. You want to make a statement. You want to also look good whilst making it........

Become your own Urban Guru. Master your Identity. Choose to stimulate and inspire others.
Say something about your personality without uttering a word.