OUR MANIFESTO
Hacker culture and the early Internet enabled a rebellion against the stifling business norms of the 90s. In the world of software, especially in F/OSS, people were judged for their work, not their appearance. But over time, hackers built the world and became the elite.
As with every culture, people sought to emulate them, leading to a doom loop of dressing down just to fit in. This created a doom loop of dressing, where sloppiness became its own signifier of status.
What we were rebelling against wasn’t aesthetics, but the prioritization of social symbols over real achievement and output. However, in the process, we sacrificed the idea that you could make the world more beautiful. Today’s tech community is reclaiming aesthetics. Because the easiest way to make the world look nicer is to look better yourself.
We don’t mean that you should spend a lot of time on fashion—you have more important things to think or do. Our brand exists to embody the values of acceleration and make everyone look better without altering the culture of innovation that makes technology important.