P L U S / M I N  CORE VALUES

THE PRINCIPLES BEHIND EVERYTHING WE CREATE.

P — PURPOSE
Everything has a reason. Every product, message, detail and decision must have a clear purpose.

L — LINEAGE
We acknowledge where we come from. Our origins and cultural references are researched, respected, credited and handled with care.

U — UNISON
Nothing works in isolation. Product, production, brand, finance and customer experience must work together as one system.

S — SALIENCE
We create to be recognized and remembered. From our silhouettes to our symbols and storytelling, what matters should leave an impression.

M — MEASURE

We don't guess what good looks like. Quality, fit, construction, demand, service and performance must be measured, tested and evidenced.

I — INTENT
Every choice is deliberate. From fabric and placement to stitching, finishing and presentation, decisions are considered, documented and approved.

N — NUANCE
Life is rarely simply positive or negative. PLUS/MINUS gives space to both sides of an experience without reducing either one to a slogan.