The company is a clothing and lifestyle organization with a brand message that encourages, supports, fosters and sponsors free thinking. The company tagline is "When traditional thinking holds you back break the rules." The mission is to free people from limiting thoughts and give them the power to live according to their own inner compass. Stand out in a crowd like the Joker does in a deck of cards. The Joker is laughing in the face of conformists. Be different and be proud of your difference.
The word FUGITIVE, and The joker must be included along withONEof the following three taglines
1. when traditional thinking holds you back break the rules
2. eliminate the noise
3. follow your inner compass
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