WHAT DO YOU NEED TO BELIEVE IN IT?
THE CONCEPT
The Concept is a minimal clothing brand that aims to go beyond the classical cultural mainstream of the perception of the human body. In each person The Concept identifies five principal tools that are more than simple mechanical elements of our body, these are: the Brain, the Heart, the Hands, the Eyes and the Ears.
The Concept perceives these tools as an access door to interaction and to the creation of our values and beliefs.
With its design The Concept centres the attention on these five elements in a simple way, focalizing on the fact that you need to remind yourself which are you values before shouting them to the world.
The Concept aims to create a movement that silently becomes conscious of the potential of its own physical tools and starts believing in what make them the people they want to be.
Tear off your daylight uniforms and start living.
The Concept is more than an idea; it is the idea of a concept.
The Concept perceives these tools as an access door to interaction and to the creation of our values and beliefs.
With its design The Concept centres the attention on these five elements in a simple way, focalizing on the fact that you need to remind yourself which are you values before shouting them to the world.
The Concept aims to create a movement that silently becomes conscious of the potential of its own physical tools and starts believing in what make them the people they want to be.
Tear off your daylight uniforms and start living.
The Concept is more than an idea; it is the idea of a concept.
