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Our Principles

The Original

The Inspiration

The Original

It's the inspiration. Wear your identity and express yourself. But let the rest of the world keep guessing. Be an individual -- guided by principal but not tied down to dogma. We wanted to create a symbol that represents the different paths our journeys take us. 12&12 is The Original. You either know what it means or you don’t.

The Blue

Make It Happen

The Blue

The Blue is the concrete action behind the inspiration. Live the inspiration and take the steps necessary to make it happen. The Blue represents the struggle and joy that are inseparable – and the people and community that make it all possible. Wherever you go and whatever may happen, remember that you are never alone.

The Classic

Love The Process

The Classic

The Classic represents the ability to reinvent and develop. No one starts out in their finished form. Trial and error are part of the process and the experience. Life is a pallet to express the many colors, shades, and moods we grow in and out of. The Classic is timeless and minimal – let your personality change as you reinvent and change along life’s journey.

The Grateful

A Reminder

The Grateful

We want life to be happy, joyous, and free -- lived creatively and with purpose. But sometimes reality interferes. As the saying goes, people plan and god laughs. The Grateful is an affirmation during the good times and a reminder during the bad. Appreciate the good times. And remember the bad times make the good times that much sweeter.

10% OFF!

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10% OFF!

Get 10% off your first order, and the latest discounts right to your inbox.