Define your market and also your identity

"Branding is a competitive strategy that targets customers with products,advertising, and promotion organized around a coherent message as a way to encourage purchase and repurchase of products from the same company" - Branding Story by Joseph Hancock, pg 4
Under the T-Shirt category, active players are plenty but inspiring ones are just a few. 

“This is the Age of Enlightenment and We are the Renegades of the Ignorant Era”

As a fashion lifestyle brand, our ambition goes way beyond offering a quality product or bonding with our audience on a psychological plain.  We intend to contribute to a better tomorrow by igniting a new sense of consciousness through our garments

“Branding is not just about individual products, but creates an identity for the company, for consumers, as well as for those who work within the organization” – Branding Story by Joseph Hancock, pg 5

It is to our calling to stand above the norm and express our ideas freely, to spark interest in the sub-conscious of our consumers and the world around them, to inspire constructive action, but most importantly, to lead by example

Through our artwork we plan to target highly controversial and globally discussed themes.  However, our brand intends to not only be pro-active through production methods and art but also through our blog, our individual actions, and our contribution to society.

“The connections between the consumer and product are made by providing a structure, method, and function for using a product.  These connections generate associations of identity and status in consumer culture” – Branding Story by Joseph Hancock, pg 24

For my brand, the importance of future generations and their development is of significant value.  We plan to delegate a percentage of our sales towards charities that expose children to art, science, technology, ancient history, and general education. 
"Without an emotional attachment, a fashion brand is meaningless"- Branding Story by Joseph Hancock, pg 32