SEEING

DON’T SEE THINGS AS THEY ARE, SEE THEM AS YOU ARE. 

 

UNDERSTANDING

THE INSANE SPEND THEIR LIVES TRYING TO UNDERSTAND. THE SANE LIVE THERE LIVES TRYING TO KNOW. THOSE THAT UNDERSTAND US, ENSLAVE SOMETHING IN US. CHOOSE INSANITY, IT WILL OFFER YOU FREEDOM FROM DEFINITION IN PERFUMERY.

 

ACCOUNTABLIITY

YOU ARE NOT ACCOUNTABLE TO ANYTHING BUT THE CREATIVE PROCESS. YOU DO NOT OWE ANYONE AN EXPLANATION OR ANSWER... IF THERE WAS AN ANSWER IN THE FIRST PLACE.

 

BRANDING

LESS BRANDING THE BETTER. NO BRANDING THE BEST. IF THE BRANDING DETERIORATES OVER TIME IN ITSELF IT BECOMES A PERFORMANCE. IF IT DISAPPEARS — ITS A WORK OF ART. LET PEOPLE FOLLOW YOU FOR THE MEANING AND EXPERIENCE OF THE BRAND / PRODUCTS... NOT ONLY FOR THE IMAGE. IF YOU REMOVE THE NAME OR LOGO IT SHOULD STILL BE IDENTIFIABLE. 

 

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