BRAND PRESENTATION
It’s just a label - errors of youth… An attempt to explain re- motely, to put things in boxes, to simplify them. To evaluate post factum. But it’s far more. First, it’s an impulse. A strong intent to escape my arrest. To explore. To try. To be new. Second, it’s confjdence. Even bravery. To step out of my comfort zone. Fearless. Shameless. Claiming myself. And then, it’s a breakthrough. Because established is empty. Defjnition is cage. Peace is death. And youth is exactly the opposite - not an age, but a state. Young is the spirit of the searching. Experience will shape the individual. Errors build characters. They will be remembered longer and viv- idly. Probably they will be the ones to stay with me forever. The ones that I will be most grateful to. Fantastic episodes, creating my reality to this very moment. I HAVE THE RIGHT TO ERROR, BECAUSE I’M FREE TO TRY. It’s just a label, Errors Of Youth. But, actually, it’s far more than this.
EOY’S BRAND DNA
1. VISION+VALUES trendsetting-oriented, leading, cutting-edge super-simple and breathing, but innovative/avant- garde/out-of-this-world (in materials, details) art and magic through accessibility and compre- hensiveness stylish, but casual, but stylish smartly provocative, but NOT vulgar sophisticated, but NOT pretentious glitchy, but technically neat in details and fjnishes comfortable, practical making you feel good close and NOT remote and isolating eclectic, open and inclusive (meeting point for plenty of lifestyles) credible, believable your favourite piece of clothing born in passion but rationalised in mind re-inventing outsiders with their own perception of aesthetics in the right time and place
2. MISSION To bring comfort and style together via provoca- tive simplicity. We are passionately committed to comfortably liv- ing in today’s dynamics of madness. We are committed to help you stay stylish right in your comfort zone. We know that devil hides in details. But we also know heaven’s found in comfort. We will always prove to you high comfort and high style are most often one and the same thing.
ERROR CALLING I am Error of Youth. Your unexpected revolt. Remember, they never saw us coming. We really showed them, didn’t we? We jumped far out of the box and broke the cliche. Shattered the casting and savaged the taboo. Then set the roof on fjre. We hit and ran, fmed the scene red-handed. Again, we pissed off the establishment. Mocked the canon. Crossed the line, tres - passing. We entered the forbidden room. Hacked and cracked, uploaded and seeded it all. We came out and played. And, boy, did we misbehave! Together. You and I. You choose me. I guided you. Made you. Set you free. That’s why revolts are led. That’s what we, Errors of Youth, do. We give you back the freedom you were stripped of. Choosing Errors of Youth, one can never be wrong. It’s a choice of the mind that has had enough of the status quo. Its piec - es are inspired not by trends but by trend setting. By the liberating power of leading and not following. By the retweeted and not the retweeting. Because today will be in the distant past very soon. Tomorrow.
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