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Known for its cool, trend-setting attributes, BSX exemplifies a perfect combination of neo-chic design and contemporary lifestyle which echoes with the strong desire of young adults today. With its 6 core philosophies, namely Aggressive, Courage, Fair & Just, Never Give Up, Perfection and Rebellion, BSX encourages youngsters dare to challenge, do not afraid to be distinct and proactively pursue for dreams since its launch in 2009. The spirit of reform and rebel do inspire and bring new originality too.

To carry through its brand value, Che Guevara, the revolution icon, has been BSX’s symbolic icon. This Cuban warrior, well-known for his outrageous bravery, devoted his entire life to fight and pursue dreams, freedom and justice. The brand also further reinforces and praises this never give up spirit into its brand slogan “VICTORY OR NOTHING”.