“Counterculture (also written counter-culture) is a sociological term used to describe the values and norms of behavior of a cultural group, or subculture, that run counter to those of the social mainstream of the day the cultural equivalent of political opposition.”

Champions of the Countercoulture stands out among other brands as an extension of our gratuitous lifestyle. Deeper than emblems and clothing, we are of the counterculture. The voice of every person who ever asked, “Why?” and couldn’t accept, “Because that’s just the way it is.” We are building a movement that people of all ages will be able to relate to after awakening to the fact that your choice, and not society’s notions, should dictate your path in life.

Although distinct countercultural undercurrents have existed in many societies, here the term refers to a more significant, visible phenomenon that reaches critical mass and persists for a period of time.

The vision of Champions of the Counter-Coulture is to provide an avenue for expression that pushes the movement past an undercurrent into the forefront. Through our lifestyle, and the designs that emerge from it, we hope to show those who feel forced to conform there is another way. To entertain and to inform. Where truth, freedom of ideas, and the power of choice come together we emerge. We are the Champions of the Countercoulture.