ABOUT

Objective: Create a sportwear brand with an alternative appeal. Be the antidote to all the clean and "perfect" narratives in wellness and create a brand for the misfits.

Execution: Launching in April 2021 with a small taster collection of sustainable sportswear. The online only brand connects with alternative and rock music fans who take their health and wellbeing just as serious as their music. The branding takes influence from the music scene and punk and esoteric aesthetics.