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Brand shape and creation, it came from an overcast day in Newtown. Walking and thinking of purpose? What is my purpose? How do I find it?   It didn’t take long as I would walk past HUFFER, the Nz based brand on the main street of Newtown. This  sparked something within, the entire day I couldn’t shake the idea of brand creation and building something huge.  Names just started running through my mind. It didn’t take long and I had complied a list of names, many with Japanese undertones. To be honest I’m not sure what the obsession with Japan...

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Let’s be real, the world's full of inspiring shit.. I guess you can find beauty in the chaos if you look in the perfect light. For us in the current whirlwind of emotions with the lockdown and lack of external inspiration/being caged in, it's a little harder to create. In saying this there are so many homies creating wild shit all around us! It’s safe to say that's where we are finding our current inspiration.   We are currently working on our “Enrichment Capsule” that's inspired by the community, our community. A community of individuals that all have a common...

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It's been a minute since our last blog post and I think the best way to revisit short form articles is to map out exactly the trajectory of the brand.

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