Counterculture is defined as “a way of life and set of attitudes opposed to or at variance with the prevailing social norm.”
SCAR CEO Ivan Cruz would put it more simply — “not from here.”
Culture embodies every part of a lifestyle. It’s where you're from, how you speak, what you eat, and the clothes you wear. With social media allowing us to see the lifestyles of anybody, anywhere, and at any time, it’s easy for culture to be imitated and duplicated until everyone else is doing it.
Counterculture, on the other hand, challenges what we know and see about society and the lifestyle it chooses. It brings the question of who is different? Who is doing something that we haven’t seen?
We saw Playboi Carti shake things up with the punk rockstar aesthetic.
We’ve seen Kanye consistently change the game with unique haircuts, baggy outfits, and oversized boots. And even in the late 90s and early 2000s, there was Outkast defying the tough, hardcore aura of hip-hop with a more psychadelic and unorthodox style.
As with anything unique, these acts against the norm were scrutinized and not accepted by all, yet they changed the way we see the world. Those willing to go against the grain expect to be cut by what others think, leaving scars of rejection. However, scars are not just a sign of being hurt, but also a sign of being healed.
Today, SCAR is the counterculture in fashion, being the most original and most groundbreaking brand out.
In an era of fitted caps, SCAR brings you trucker hats.
In an era of vintage tees, SCAR brings you designs seen nowhere else.
SCAR is for the people who want to be in a world of their own, not one controlled by the lifestyles of others. Because when you don’t like the world around you, you leave.
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Asheebo Rojas. </3.