It has become increasingly important for labels in the industry to work with branding. It is all about how you communicate your self and the collections. You can no longer sell a single piece of clothing - regardless of how good it is -, you sell a lifestyle. We wear clothes as a statementon how we live our life's. Usually Japanese brands are the best in branding - for example Julius and The Viridi-Anne -, but they have competition from LA designer Austin Sherbaneko and his Odyn Vovk. See for yourself, this is branding as its best. If you want to learn more about Austin Sherbaneko read our interview with him.