They believe in the system of life, liberty, and weight. life is the experience, liberty is our choice and weight is the outcome. From their own accounts, they have learned that time is our biggest enemy and work is endless, therefore we are restless.
With a natural expression of counterculture, they have worked hard to develop a brand that speaks to those from all walks of life. after all, imprm is something that kings have struggled to maintain and peasants have longed to possess.