THE LABEL WAS FOUNDED BY DAO YI & MAX OSBOURNE, FORMERLY OF SEAN JOHN (CLOTHING). THE LINE SIGNIFIES "REBELLION", THE DUO DESIGNERS EXPLAINS "THE PUBLIC SCHOOL SYSTEM SYSTEMATICALLY CHEWED ME IN & SPIT ME OUT, WE WANTED TO CREATE SOMETHING PERFECT IN ITS IMPERFECTION" THE PUBLIC SCHOOL SYSTEM WAS THE BRIDGE & OR THE PLATFORM FOR THE IDEA. A NEW BRAND OF DIMENSION OF THINKING BEGINS WHEN ENTERING THE PUBLIC SCHOOL SYSTEM , (HS OR COLLEGE) THROUGH PHILOSOPHY, VISION & MOST OF ALL CHANGE OF ONES SELF. THE BRAND ISN'T ABOUT CONFORMITY, BUT RATHER THEIR OWN EXPERIENCE AS A NEW YORKER AND AS A "REBELLIOUS STUDENT/TEACHER", HERES A BRIEF LOOK @ THE LINE.
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