Emerald Siren

individuality - why has it become so important to us? our parents’ generation saw an era of collectivism to rebuild society and gather wealth. to stand out was dangerous and threatening to one’s very livelihood. as societies accumulated more and more wealth the need to subjugate one’s desires to the will of the collective was replaced by an urge to build something for oneself. as more wealth and the abandonment of hierarchical society made this possible it also required each individual to clearly distinguish himself from his peers. individuality is just as elusive today as it was 50 years ago - only now there are a great variety of different groups, each proposing a different philosophy of individualism. there are many players in this market, yet most big brands have widened their scope to include the evolving mainstream, moving away from their roots. looking at the market we are in, the bike | surf market, we see that it is distinctly different from other markets, but within it there is ever less diversity! this is what we propose with emerald - we will not be different for the sake of it, but neither will we shy away from going a different road than many others. we have chosen the emerald because it cannot be changed in form easily. The emerald is a tough, rare gem stone of mysterious luminescence - waves break over rocks, mountains are made up of rocks - the orange emerald stands out to highlight this distance, yet links these two most essential forces of nature - oceans and mountains. it will be our declared mission to bring you products of timeless value, beyond trends and fads - real and progressive.