We believe in being free from labels. We fight for inclusion of authentic, true, whole people who are naturally going to be different from each other and express themselves in freedom.
We want our products to stand for this, representing all shapes, genders, ages, and sizes. And we employ "real people" - people we walked by in the street, friends, activists - as models because we want to be real.
And we will support organisations, activists and other brands working in this area and fighting for diversity, inclusion, equality while promoting body positivity.