BRAND CONCEPT

BRAND STORY

Contradiction (Sportism + Emotion + Beauty)
Design philosophy of Beautiful boundaries and combination

Contradiction : Direct opposition between things compared
Assertion of opposite

Extreme : Utmost or exceedingly great in degree
Extreme sports : Any recreational activities that involved high risk, Aggressive and spectacular stunts, and which appeal to the young

SENSIBILITY

Beauty
Sports dynamic + Emotion + Design philosophy of beautiful boundaries and combination
City of Seoul, Healing, Retro, 2016 Burn out lifestyle

STORYTELLING

I go for a walk under the city night lights in my workout wear after work.
On the days I go out for a run using the ICT solar-powered lamp as my navigator and get exhausted, I feel sense of healing by going back to 1960’s of innovation and romance in the virtual reality coffee shop.

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