B.L.I.N.G

Because Life Is Not Guaranteed (B.L.I.N.G.) is a socially responsible lifestyle brand created by Kane Lim & Jon Koon. 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.