It is a Post-hippie, Skate, Surf, Street -, Neo-Tribal brand that focuses on dealing with issues of race, gender and class politics, while working with refugees, migrants and young artists.
It incorporates Capitalist, Pay What You Can and Ethical/Ecological strategies into its economic framework.
But with its double entendre (meaning), artist Grace Ndiritu couldn’t resist making a tongue-in-cheek statement, about how big brands and advertising are the corporate sluts of our time.
Big brands co-opt youth culture and sell it back to the young en masse, stamped with their branding and logo signs.