KAFT SOUL / kaft
It appeals to people who are in pursuit of beauty:
to art-lovers whose preferences are not shaped by popular culture
KAFT designs are original and unprecedented. They are not affected by popular culture.
All designs must appeal to the eye. They all adhere to patterns color and form.
There lies a core idea or message within every design.
KAFT stays stay away from designs that are whimsical but lack substance, away from the popular culture.
Kaft is Social
to be featured on Instagram
THE PHILOSOPHY OF KAFT / stand out of the crowd
We are living in a society that is becoming ever more corrupt. We are all losing sight of values we used to hold dear. For example, good aesthetics and beauty are losing their importance. We are moving far from consuming the things that have soul in them. We are instead spending our lives under the profound effect of popular culture. Instead of creating and using art, we are watching bad TV, reading mediocre self-help books, and listening to mind-numbing music. We are closing theatres and demolishing historical cinemas instead of building theaters and making history in cinema.
The value of art disappears slowly in this kind of world. Creativity is no longer chased, so it is no longer found.
As a result, most of what we eat, listen to and play, is dull, lame and soulless. Everything is created not with care, but with apathy, and this apathy irritates us. Most of us have no taste in what we wear. We are all wearing the same brands of clothes; the uniformity of our clothes deprives us of a chance to express ourselves. There is no reason we should be wearing brand names on our shirts when we could be wearing art.We know that there are people who are upset by this uniformity and would like to express their character in their clothes. These people are the people who are making the world more beautiful by writing, reading, drawing, following, playing and listening. These people, we hope, are our consumers and our designers.
One of KAFT’s most important goals is to meet the spiritual necessities of these people.
We also want to continue the ages-old principle of “Fair Dealing”. That is, the practice of not deceiving anyone, caring about people who value the brand, and leading others in this way.