AWOL ‘Absent Without Leave’ - presents the idea of an individual or small collective, breaking that social boundary and spontaneously going off-grid to explore new horizons.

Challenging representation in the outdoors

Inspired from a recent study conducted by Natural England, that found 68% of Black, Asian and Minority Ethnic (BAME) people's outdoor explorations are within a two-mile radius of their home. 50% are just within a mile, usually meaning a trip to their local urban park. The ambition is to challenge the status quo and heighten consciousness in the outdoor brand space - while creating a narrative that connected with those who lack representation.‍