B.L.I.N.G.
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Because Life Is Not Guaranteed is a socially responsible lifestyle brand created by Kane Lim & Jon Koon. The brand's purpose is to act as a catalyst for giving back to those who are less fortunate. An obvious pun on the word "bling" which generally is perceived as materialism, wealth, ego, and one's ability to show off - B.L.I.N.G. instead, is a juxtaposition and acronym for a movement of embracing life and all those around you. It's a mantra that serves to highlight acts of appreciation and respect for the world as a whole. While BLING started off as a 60 piece luxury athleisure brand, it has quickly snowballed into a global powerhouse of collaboration with region specific celebrities having their own unique capsules.