BAD

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*BAD* is a British premium streetwear, couture fashion, fitness apparel, and global lifestyle brand rooted in the streets of London. It embodies a bold, rebellious spirit—strong, young, sexy, and unapologetically cool. The brand is designed for energetic, adventurous, and outstanding global audiences who push boundaries and embrace risk. BAD’s identity is built on strength, fearlessness, unpredictability, and a refusal to conform. It champions moral values—love, loyalty, trust, and honor—a

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nd aims to positively influence global street culture, fashion, music, dance, sports, fitness, and tattoo scenes. BAD is not just clothing; it’s a movement for those who dare to stand out and make history.

Philosophy

BAD’s philosophy is to practice moral values, be true and honest to the commun

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