1) Fashion is archive, but alive. We don’t sell nostalgia, we sell revival.

2) Every piece is a fragment of culture: immigrant stories, subcultural rebellions, outsider dreams.

3) We honor contradictions. Romanticism can be dangerous, minimalism can be loud.

4) Consumption is not the goal, conversation is. Each garment speaks, we just listen.

5) Identity is layered. Clothes are not costumes, they’re survival strategies.

6) We collect not trends, but truths: Anna Sui’s fairytales, Helmut Lang’s precision, Marc Jacobs’ rebellion.

7) We reject sameness, fast fashion, and anything disposable.

8) Difference is our uniform.American fashion was never perfect. Its beauty lies in the clash, denim against silk, grit against glamour.

9) We believe care is radical: for archives, for stories, for the people who wore these pieces first.

10) New Americana is not about the past or the future. It’s about the in-between, where fashion lives, restless and alive.