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Authenticity is about staying true to what you believe, not about your image— to be brave to express your genuine feelings and opinions. Masks are dangerous; they don’t merely hide but transform who we are.
We become who we impersonate. André Berthiaume said: “We all wear masks, and the time comes when we cannot remove them without removing some of our own skin.”
12AMSOMEWHERE is a streetwear apparel brand established in 2021 somewhere in United Arab Emirates. The brand seeks authenticity from within each person. Inspired from our daily lives and experiences; we all have 12 AM moments of thinking and reflecting.