don't brand me

primary colors while simultaneously highlighting their harmony in their placement together, as colors that incite tension and dynamism.

engagement with an activity or theme or way of life that is taken up wholeheartedly—not necessarily without reservation but without any holding back, without *avoidance* or ironic distancing and also without facade or artifice. Brand values are not sincere; a hiker’s love of hiking and pursuit of the outdoors is.

Brands gesture to these ideas of excellence, but they are only lived out, or fulfilled, by the lifestyle participants themselves.