It is against conventions, against overstructured conformism and the monotheism it implies. Brands and people have to cross borders, break barriers, constantly step out of their comfort zone while preserving own defined values to not loosing themselves in the mass of the average.

A rebellion does not necessarily mean to fight external structures. It might also slightly provoke an inner change - the power to accept a challenge, to proove the ability to develope and stay authentic at the same time.

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