I AM CHOSEN NOT CHASING

Character Over Clout

A/W25

Character Series | AW25 Insight

We are chosem to push for a quiet rebellion - a turning of heads back to something slower, deeper, and rarer. Not style for style’s sake, not performance for applause, but character. And with it, a powerful return to the inner knowing that says: I am chosen, not chasing.

This is not just a slogan. It’s a stance. A blueprint for those designing futures from conviction, not from chaos.

The Fall of Hype. The Rise of Substance.

We want the age of clout chasing to collapse. We want digital fatigue to grow and authenticity to become currency, we want individuals to re-evaluate what they’re building - and why.

Chosen ones don’t hustle for approval. 

They create from identity. Their timelines aren’t ruled by trends, but by internal alignment. They don’t compete with noise; they carry presence.

Character Is the New Luxury

True character - honour, restraint, devotion, humility - is disruptive. In a room full of performative perfection, character whispers and still commands attention.

It’s what you wear when no one’s watching. It’s what you build when no one claps. It’s the choice to be excellent, not just impressive. We are built for people of principle, not people-pleasers.

“Chosen, Not Chasing”

We’re designing for those who know their authority doesn't need to announce itself.

We are setting up a studio an exhibition in sydney the next coming months to launch our A/W 25

Stay tuned by joining our emailing list.