ALTEREGO stems from the term Alter ego, (Latin,for "the other I" meaning a second self, asecond personality withina person,who is often oblivious to the persona's actions. It was coined in the earlynineteenth century when dissociative identity disorder wasfirst described by psychologists). First forward to the 21st century,AlteRego will sell itself to the public as a clothing label, a label thatvalues the real meaning of standing from / out of the crowd, being different,In Portuguese the word REGO stands for ’I RULE’ whilst the word alter standsfor the alternate with other various synonyms . . . Hence the alternate rules!
Thecompany will start by selling T-shirt designs to the public for both gendersand with time venture into the lucrative jeans / denim market..