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Almost everything we're praised for is earned: grades, promotions, approval. Effort in, reward out. The sentence on the back of the CORE / 01 sweatshirt rejects that arithmetic, because worth was never the thing you were earning in the first place.

A slogan across the chest talks about you. A message on the back is for the person behind you in the queue, on the train, walking home. That choice is the whole brand in one design decision.