MENS WEAR

TARGET GROUP
Physical age 18-35 years

PERSONALITY
We are a global jeansmaker, developing, distributing and marketing
denim based apparel for the low and high medium segment.

Our target is not just one kind of guy.
We target the European mainstream.

We talk to the guy in the mainstream, and ask him to stand out.
We dare him to do something out of character and extraordinary for him.
We target a universal mindset.

The mindset of living in the now and doing something to challenge
yourself and grow from your current position. The mainstream guy that sometimes dare to blend out.

BRAND VALUES
INDEPENDENT life is ours - we live it our way.
COMPETITIVE in price and status.
AMBITIOUS we are here for the win.
COLOURFUL in style and personality.
IMPATIENT we live and act in the now.