People have called us a lifestyle brand and in the past we’ve been running with that but it’s never felt right. Apart from our absolute abhorrence of those eye-roll inducing buzz words, it never properly represented the abstract nature of what we are. We’ve always hated labels and being put into a box, because in reality life is never that simple or easily quantifiable. We’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 we’ve made a conscious effort in our lives to be open and just let life happen, and as a result we’ve (accidentally) created something ambiguous and abstract that strives to explore and satiate our 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 we 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 that is made up of many.