manifestos and principles
sari and
manifestos and principles
sari and

“A principle isn’t a principle until it costs you something.” — Bill Bernbach
Standing for something isn’t just about writing it down. It’s about believing it and living it.

With movement comes friction. The more we move and act, the more friction we encounter. The more friction there is, the more we engage and care. Friction drives our engagement. Friction, in this context, is neither synonymous with anger or conflict, nor is it malfunctioning technology. Friction is an essential ingredient that makes up our humanness and sparks human connection. Friction is thus a lively, intrinsic experience.