It’s not quite “basic,” which can describe someone who is a conformist or perhaps generic in their tastes, and it’s not quite “uncool.” It’s not embarrassing or even always negative. Cheugy (pronounced chew-gee) can be used, broadly, to describe someone who is out of date or trying too hard. And while a lot of cheugy things are associated with millennial women, the term can be applied to anyone of any gender and any age.
We believe in the pursuit of a condition in which everyone is capable to produce their own garments and gear and by so doing:
-Make low quality production lines redundant by supporting self production and local businesses.
-Establish a greater connection between users and their garments and gear encouraging them to repair and reuse when possible.
-Transmit the necessary knowledge to users to expand the item’s design to fit their needs.
-Cut down on the environmental impact of mass-production.
As a result of this establish a standard of informed control over the sourcing, production, use, disposal and re-entering of garments and gear in the cycle of production, on behalf of the users.