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It’s been a long, twisting road to get to this point and we have gone through so many iterations and deviations that I’ve lost track. But we’ve learned so much during this journey, about ourselves, our audience, and who and what we want to be. Identity is such a huge part of life and up until now we’ve really struggled with properly defining and conveying ours.

People have called us a lifestyle brand and we’ve been running with that but it’s never felt right. Apart from my absolute abhorrence of those eye-roll inducing buzz words, it never properly represented the abstract nature of what we are. I’ve always hated labels and being put into a box, because in reality life is never that simple or easily quantifiable. I’ve always felt life was about the experience and embracing the unknown, not just understanding and filing it away. However, as humans, it’s in our nature to categorize and define and try to put things in ‘order.’ But life is more fun when there’s a little chaos in the mix, so I’ve made a conscious effort in my life to be open and just let life happen, and as a result I’ve (accidentally) created something ambiguous and abstract that strives to explore and satiate my passion for discovery and culture and creativity; in whatever form that may come in.

So in short, no we aren’t a lifestyle brand, or a magazine, or a blog, or any other box you try to put us in. We are, as simply as I can put it, a creative entity that strives to curate, cultivate, and create content surrounding culture and the people that shape it. The form in which that comes out in, whether that’s interviews, or videos, or articles, or physical wares, is unimportant and WILL change and fluctuate with the world we live in (or as our desires dictate). Our identity is one made up of many, and it’s time we really embraced that.

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