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ABOUT US

THE YOUTH OF EVERY GENERATION HAS ALWAYS BEEN OVERLOOKED AND UNDERESTIMATED. FORCED TO LIVE THE REALITY OF DECISIONS MADE BY THOSE IN POSITIONS OF POWER AND FACE THE CONSEQUENCES OF SOCIETY’S ACTIONS & INACTION.

LAUNCHED IN 2021, THIS AFFECTED YOUTH WAS BORN OUT OF A NEED TO DISRUPT THIS CYCLE. ADVOCATING SELF-EMPOWERMENT, THE BRAND CHAMPIONS THE EXPERIENCES OF THOSE AFFECTED BY CHALLENGING DAMAGING STEREOTYPES, HIGHLIGHTING INJUSTICES AND RAISING AWARENESS OF ISSUES AFFECTING YOUNGER GENERATIONS.

THE BRANDS DIRECT AND OFTEN CONTROVERSIAL APPROACH REFLECTS THE ESSENCE OF YOUTH IN ITS JUSTIFIED DEFIANCE OF THE STATUS QUO AND UNAPOLOGETIC AMBITION TO ACHIEVE POSITIVE CHANGE.