Where do we find our "North"? How do we find direction and clarity when the noise of the modern world becomes too loud to hear our own thoughts?
For us the answer has always been in the wilderness. The visual identity of Life's Made Of Minutes is rooted in the quiet steadfast tones of nature. We are not inspired by the jarring neon yellows and electric blues of traditional athletic gear which seem designed to shout at the environment rather than blend with it.
We are inspired by the calm resilience of the wild. We are developing an aesthetic suited for luxury minimalist hiking gear, a uniform that feels at home both on a remote trail and in a quiet cabin.
Our colour palette draws directly from the specific environments where we find clarity:
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Cool December and Eerie Black: These tones capture the stark beautiful contrast of a winter mountain landscape at twilight when the snow turns blue grey and the tree lines become deep silhouettes against the fading light.
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Alpine Slate and Mossed Olive: The grounded earthy tones found underfoot the wet ancient rock of a riverbed and the deep saturated greens of forest undergrowth after rain.
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Sheltered Bay: The calming muted blues of still waters where we stop to reflect and rest.
These colours are designed to be timeless avoiding seasonal trends that date quickly. They form the uniform for those who are navigating their own path away from the rush seeking their own true North.