How many times have you looked down at your phone today?
The average person spends 4 years looking down at their phone, making it ironic that these touch screens can make us lose touch.

The world of 2025 is an ultra digitally responsive one, where wireless communications dominate everything, everywhere. However while it claims to “connect” us, we are more separate than ever. Generation Z are suffering information overload and lack of genuine connection, and tired of conforming to this accepted form of digital insanity, where self worth is measured by numbers of likes and followers.

This is why we created the brand AWOL, a fashion brand offering an underground world that disrupts the perceived norm. Our message is to be balanced and present to enjoy the moment. We’re anonymous in name but outspoken in character, feeding our users curiosity. 

AWOL stands for Absent without Official Leave, referring to the temporary escape we offer from the watchful eye of the Internet of Everything. We brand by doing, using spontaneous and playful guerrilla branding with posters, stickers and word of mouth, giving an interactive and lively feel with our target audience. The experience we offer is daring and playful for the curious individual, both in-store and the discovery of AWOL.