As a developing brand, we thought about who we are collectively and what we want to achieve. We decided to demonstrate what we hold dear by showing the opposite. Thus, Chet was born and he was everything we DON'T aspire to. He advocated being comfortable, making things easy and championed "lean creativity." We know that creative excellence is not efficiency and repeatable process; it's holding a conviction in your hand and turning it again and again and again until it's worthy of Brand. New. Thinking.

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