AMOV is a new apparel brand for women and men. We will make it natural and easy to make sustainable choices when you shop for your new favorite wardrobe items. Background: We are at a point in history where it is fully possible for every living being to live a good life. But what we are seeing is gross inequality, poverty, conflict and a breakdown of our fragile ecosystem. Even in the richest, most peaceful parts of the world, people are stressed out and far from being as happy as they could be. We have come to look at the world through lenses of scarcity. We believe that in order for us to win someone has to lose. This belief is deeply rooted in us, so we come to see getting and giving as mutually exclusive: You either chase your own happiness or your sacrifice your chance of success to help others. But we are misguided. Surely there is a middle ground. Surely it is possible to create a healthy balance between doing good for ourselves and doing good for others. AMOV will prove our old scripts wrong. We will show how success is best measured in human values, rather than just shareholder value, profit and GDP. We will prove that happiness can come from balancing all things; especially getting and giving. Tackling a notoriously non-sustainable industry; we are creating an apparel brand. Through our work and example, we wish to start a movement. A movement towards a society where people, businesses and politicians find it natural to act responsibly and with compassion. "Profit matching" is our way of balancing our financial success with our responsibility to give back; to do good in the world. Specifically it means that for every penny we earn (after taxes and interest) we must at least raise a similar amount for doing good through various activities, campaigns, funds, what not... Read all about it on www.amovapparel.com