Sort Of Looser is not a brand that sells a simple t-shirt, a swimsuit, or a fitness set.
Sort Of Looser is an idea, a vision, a philosophy of life to face every day,
an alternative way of looking at life and society.
Looser is a neologism, a word that doesn't exist: it comes from the mix of two English words Loose and Loser.
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Loose literally means comfortable, something that makes you feel at ease: this brand, in fact, aims to create an ideal product for everyday use, that makes you feel calm, "chilled out," yet alternative, colorful, revolutionary.
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Loser means a defeated person: here the brand insists on conveying an important message. Often, a loser is defined by today's society as someone who doesn't adhere to certain standards of behavior, style, evaluation, or profit... Yet, for us, those "losers" don't live by appearance, but by essence, purity, creativity: they will be the new winners, because they will show themselves as they are, they will create new standards, new schemes, new rules for themselves.
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Loosers are creative minds, constantly moving, they are lovers of travel, surfing, colors, sunsets, music… They are alternative, they follow trends up to a certain point, because they decide in their own way what is fashionable. They can't stay still, their main goal is to try to enjoy life to the fullest, free from problems, from ordinary routines, free from any predefined scheme. You probably won't find a Looser sitting at a desk complaining "why did I choose this"; it's more likely they'll be smiling at life, satisfied with whatever decision they've made, an tireless spiritual fighter, doing whatever it takes to achieve their true inner happiness. The Looser is the one who will probably try to tell the person sitting at that desk to change everything, give up everything, leave dissatisfaction behind and leave to be reborn again. The Looser carefully plans future trips, but also loves improvisation. They know that what will happen will simply be fantastic. Why complicate life so much if you only have one?
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Loosers have realized that it's time to be the winners.
In their own way.
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Make it simple.