The look presented by PATH is both inspired by and designed for confident outsiders, it is for a niche market, not the masses. We are not trying to be for everyone, but instead everything for someone.
PATH targets individuals with a different mindset when it comes to menswear, with a different view on the traditional gender roles and how men have to dress in order to be seen as men. PATH is for the rule breakers. PATH is for men who are confident in their own skin with showing a new masculinity, free from the standard uniform.
On top of that I don’t necessarily think of the customers in categories such as age, race, and gender. Instead, I think of them in terms of shared beliefs and values.