DEFY is a collective and brand based on running as a lifestyle and philosophy, as a form of freedom, authenticity, and purpose.
DEFY is for everyone who may be or feel an outsider and rebel to find their inner truth instead of following the norm. For those who go outside to feel alive, instead of staying in our comfort zone and nest.
‘Numbness’ here refers to the act of distracting oneself, as easy social accepted excape to avoid any kind of discomfort. As a society we have numerous implemented habits for this such as infinite scrolling which might benefit economic growth but not personal growth and wellbeing.
“We are in a time where moving is our luxury”
Manifesto
Defy is a choice. A form of living. A way of contemplating life.
Defy is consciousness. A movement inwards. A place where one’s truth lies.
Defy is observing. Again and again.
Being in constant evolution. Creating one’s own norms.
Defy is witnessing the essence.
Understanding one’s own purpose. As all one and each other’s reflections.
Defy is led by intuition. As North Star.
It is less, simple, mundane and extraterrestrial.
Defy lies within the moving body and the still mind.
Defy comes when allowing. Giving permission.
Defy is the eternal present.
Feeling all.
Being.
The whole ride.
Defy is your very own existence.
What do you defy for?
Defy is consciousness. A movement inwards. A place where one’s truth lies.
Defy is observing. Again and again.
Being in constant evolution. Creating one’s own norms.
Defy is witnessing the essence.
Understanding one’s own purpose. As all one and each other’s reflections.
Defy is led by intuition. As North Star.
It is less, simple, mundane and extraterrestrial.
Defy lies within the moving body and the still mind.
Defy comes when allowing. Giving permission.
Defy is the eternal present.
Feeling all.
Being.
The whole ride.
Defy is your very own existence.
What do you defy for?
There are two main characters in the universe of Defy:
The Midnight Runner
Representing the one who runs, in darkness and light, as in nocturnal Scandinavian winters. The runner is genderless and has different faces.
La Que Sabe
La Que Sabe is Spanish and means, the one who knows, and comes from Latin American/Spanish oral traditions. The Midnight Runner comes to her for guidance, support and inspiration. She can be found in long or night runs when reaching a meditative-trance flow. This relationship and the community are the core to defy (resist, challenge, or go against) inequality and mental health issues among youth, and boldly speak up, challenging oppressive narratives for more inclusive and loving ones.
The Dual Nature
Life is an interlacing of two seemingly opposite.
Into one
A whole one
You might find peace
Where you fight.
Feel rest
When swimming upstream.
Find love
When you say no.
A time of liberation
can be
unknown and discomforting
You can create your own guidance
But you must destroy first
Do what feels wrong
To do what feels right
You get found
When you truly surrender
It is when you realise your beauty inside
When you find it everywhere out
And it is, when you indulge in individuality
When you find a community
As life is
Life is not
An interlacing of the whole one
We can have it all
When we realise
that all,
is all.
Life is an interlacing of two seemingly opposite.
Into one
A whole one
You might find peace
Where you fight.
Feel rest
When swimming upstream.
Find love
When you say no.
A time of liberation
can be
unknown and discomforting
You can create your own guidance
But you must destroy first
Do what feels wrong
To do what feels right
You get found
When you truly surrender
It is when you realise your beauty inside
When you find it everywhere out
And it is, when you indulge in individuality
When you find a community
As life is
Life is not
An interlacing of the whole one
We can have it all
When we realise
that all,
is all.
Creative Process
This is an ongoing project since 2023, inspired by Scandinavian run clubs and old-school outdoor brands.
Figma screenshot of brand creation/planning
The aesthetic blends the nature of old-school outdoor brands and the essence of the latest innovation. More inspiration comes from influencers like Hildur Karlsson, Isamaya French and Rosalia, as well as brands like Le Fleur, Satisfy, and Patagonia. Moreover, the merging of different fields as fashion, culture, design, and music.
A small sustainable apparel line is under development with screen printing on natural ethical fibres and dying.