The aim was to create a brand which was respectable, and yet carried a message. They wanted the clothes to be wearable, and yet be a representation of their lifestyles – including the mayhem of band life, and the rock’n’roll existence that so many aspire to. However the brand itself exemplifies complete versatility, as seen by the way it appeals to a broad audience, including the band scene, urban sports fans such as BMX and Parkour, and the everyday Average Joe. The brand’s message is ‘Armour Against Authority’, something the boys believe inspires a positive outlook on the future. They know that life is not easy, they have suffered at the hands of many ups and downs, both in their band and their new business venture. As they have followed, and now realised, their dream, they urge others to do the same. Remember, ‘We are Who We Are’. Make your own decisions and don’t let anyone put you down. Become one of the Unique, the United and the Untouchable. Wear Sin Star, Armour Against Authority.