We live in a complex world, where as people we navigate our way amongst the fascinating way in which the universe operates. Our lives influenced by nature and nurture. We try to find answers to our questions as we have to make decisions every day. Some decisions are about how we are going to spend the day, some are about what we are going to do with our lives.
Sometimes we are alone, sometimes with friends and family. Sometimes we seek companionship, sometimes we seek inner peace. Sometimes we need support, sometimes we need guidance.
The constant across all the moments we spend in our lives is ourselves – in body and spirit. For some, life is made easier by through spiritual companionship. For some physical companionship makes it easier to operate.
AEGENDA aims to be the physical companion present and providing support in as many moments of the lives of our customers.
Aesthetics - while not all moments in our lives will be beautiful, AEGENDA brings elegance and beauty to brighten up rainy days and make us shine brighter on sunny days.
Uniqueness – everyone is different, yet some people are unique. AEGENDA believes in uniqueness and finding one’s voice. Each AEGENDA product is made special by the life context code patch embedded in the product. Like in life, the unique expression of individuality will not be to everyone’s liking. And like in life, what matters is not acceptance but being comfortable with our unique expression of nature’s wonders.
Meaningfulness – having meaning in life is more rewarding, both in each moment and for the entire life. The clothes made by AEGENDA can be called "meaningful fashion" as they encompass symbolism and meaning, inspiring the seeking of meaning for others.
Slowness – while life's pace is continuously accelerating, Aegenda reinforces that sometimes being slow is good. Slow and fast may coexist and complement each other. In the case of AEGENDA, slow is about its embodiment of slow fashion, balancing the fast fashion omnipresent in life.
Quality – AEGENDA products strive for quality, from the quality of materials to craftmanship and overall interaction experience. It will inspire and nurture commitment in the lucky ones who will get to wear AEGENDA products.
Imperfect – AEGENDA can be better, and the same applies to people. This reinforces the message that being imperfect is acceptable and that life is about striving and not giving up, completing the journey, and making the most out of it.
Environment – while reducing the negative impact of our lives on the environment may be challenging to achieve, we should care and strive to do something about it. At AEGENDA, we care and are trying to minimize the impact by choosing materials, using packaging that may be repurposed, and continuously exploring how to make operations greener. AEGENDA is a fashion choice that inspires us to be greener in our lives.
Grace – AEGENDA products strive to embody grace and elegance. In doing so, they remind us of the importance of being graceful in how we conduct ourselves in life.
Legacy – AEGENDA products are meant to be collected, used, looked after and passed on to others, perhaps across generations, creating a beautiful legacy linked to the life stories of our customers.
Integration – At AEGENDA we integrate science, art and technology, alining the the movement promoting a more harmonious combination of these 3 human contributions in life. Our products act as a reminder and encouragement for our customers to do the same.
Consciousness – time is the most limited resource we have in our lives. Wearing an AEGENDA product is a reminder to make the most of each moment, have an agenda, and live purposefully. It may be about what to do in the moment or what to do with our lives. It may be about doing nothing or striving to impact the universe positively through our existence.
Confidence – wearing an AEGENDA product is meant to infuse strength and confidence through how we look in it and what the AEGENDA brand stands for.
Companionship – with both the good and the bad, AEGENDA is ready to be there for our community members in their moments of need. We know things change in life. While embracing evolution and adapting helps with coping, having a constant that facilitates stability through its presence and care through physical touch can make the entire life journey easier and more enjoyable.
Joy – we often forget how important it is to experience joy and happiness through as many beautiful moments in our life as possible. We hope AEGENDA products will bring joy and delight with every use.
Gratitude – expressing appreciation feels suitable for both the communicator and the recipient. Each AEGENDA product comes with a thank you card, inspiring others to express gratitude. Wearing an AEGENDA item is a constant reminder of the opportunity to express gratitude every time the item is worn.
Balance - we live in a world of consumerism and attention-seeking. AEGENDA is a reminder that sometimes less is more. Balancing exuberance with minimalism may facilitate a more meaningful path. Life is about showing up rather than showing off. Even though making a difference sometimes requires a specific image and persona, balancing other parts of one's life makes the experience more sustainable and rewarding. AEGENDA products act as a reminder to seek and express balance.
Learning – knowing things and understanding the world around us helps us make better life choices. AEGENDA acts as a reminder to never stop learning and acts as a facilitator of learning through the unique life context code based on the life context framework developed by the Institute of Life Management Science.
Curiosity – as AEGENDA seeks to explore new creations, its products aim to inspire curiosity and exploration in the lives of those wearing them. This includes exploring the meaning behind each of the 38 components of the life context code that comes with each product.
Creating – in life, creators are rewarded more than consumers. We wish our products will fuel the creativity of everyone wearing AEGENDA, nurturing their inspiration and ensbling them to create original artifacts.
Communication – AEGENDA communicates explicitly through its aesthetics and written messages and tacitly through what it represents and the metaphors it encompasses. Our products are intended to be triggers for better communication by the ones wearing them, both in terms of quality and quantity.