Respect

Our first core value and foundation for all of the work that we do is respect. We want to explore the idea of respect in more depth and detail. People within society often conduct themselves in certain ways to show signs of respect to others. What we question is what it would be like if people replaced their ‘manners’ with genuine care and respect for people’s differences, boundaries and emotions. For us it is less about meeting external expectations and more about honouring other’s needs, emotional outlets, boundaries and opposing beliefs. We want to encourage an increase of the respect we give to ourselves, others and this magical planet we are lucky enough to call our home.

Love

We are not referring to fairytale and happy endings. Stories, films and music fill our heads and hearts with ideas about what love should be. People constantly search for ‘true love’ but often don’t really know what they are looking for. People feel as if love should be easy, joyful, that it should bring peace and light, however we want to explore all the colours of love not just the idealistic view. Love is hard. Love can be testing. Love at times can be dark and it can be painful. But what is life without love? Self-love is just as hard as loving another soul. It takes time and patience to get it right. It’s not about treating and comforting yourself; it’s about being honest with yourself, feeding yourself nutrients, exercising regularly, giving yourself time and space, healing past traumas and staying connected to your inner child. Love is hard work, but most things worth having are.

Honesty

Honesty is the only reality we have. We as a brand will be nothing but transparent and honest with you all. We wish to lead in this way and encourage honesty in all areas. We believe it is time for people to find the courage to be honest with themselves and others around them. We are here to help and support people do just that. We need to start being honest with ourselves about emotions, unhealthy habits and toxic relationships and to learn to be honest with others, even if it isn’t the easy option. We must also be honest with ourselves about our actions and the repercussions they have; on other people and the planet we live on.

Empathy

Empathy is the ability to understand and share the feelings of others. This brand was built on the basis of empathy and we will continue to lead with this. We will constantly try to understand and study other’s pain to see what we can do to help the suffering that we are surrounded by. We encourage you all to also lead with empathy. To attempt to see things through someone else’s perspective and to open your mind to the way things can make others feel, even if it doesn’t apply or make sense to you.

Equality

Last but not least we will ensure with everything we do that equality is a priority. For us this is an extremely important core value. We dream of a world where discrimination does not exist and the tie of simply being human brings us together regardless of our differences. We believe that it is in fact our differences that make us beautiful and what as a collective makes this world magical. We want to fight for equal rights and for the celebration of diversity. We don’t believe any one life is more important than another; this isn’t just in terms of one human to another but to animals and nature too.