As a lifestyle brand we are fun, we are sexy, we are edgy. We are the work hard, play hard generation. We want the full bodied experience and go absolute 100% in every direction. We are the modern moguls, the creatives, the innovators, the out of the box thinkers. We are the new business paradigm, we blur the lines. All lines. We use images from the subculture to uplift our roots and use our design aesthetic to welcome the masses. We are young and drive fast. We work till the sun goes down and play till the sun comes up. We make products that reflect our values. We make images that reflect our vision. We are NUG.