We’ve replaced ‘should’ with ‘could’.

Men should be masculine. Women should be ladylike. Yogis should hug their toes in the pale moonlight and the rest of us should like it. Today, we live with too many ‘shoulds’ – in our brains and on our shoulders. The word makes for messy heads, heavy hearts and a world where we’re taught to be apologetic for who we are.

That’s why we started AS I AM. Each product is a visual reminder to stand in your own power. Make your own rules. Trust your instincts. Let your one-of-a-kind mind take in the world around you. Because who you are and who you decide to be is no one else’s business.

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