Does it matter to stand out from others? Not on principle. But when it comes to realizing our passions, a break from the norm is inevitable. We live different, because we realize that a constant overkill of activities, products and information is not the answer, but a sure way of losing touch. Instead, we want to concentrate on essentials. Reduce our experience to something real. Something we can remember. In the mountains, it’s better to focus on just one run – and make it count. In the oceans, it’s worth waiting for that one perfect wave, even if it takes time. These moments are what sets us apart. And even though we don’t judge others or exalt ourselves, we enjoy the difference. And we welcome the opportunity to express it in our style.