Cultural Code

HoldFastX uses pop culture and iconic visual cues to create instant emotional connection. This isn’t about aesthetic,  it’s about access. Symbols like Cousteau’s red beanie or the traditional Lofoten mittens carry meaning across generations and geographies.

By reworking these cultural markers e.g. introducing a signal-orange beanie and resilience mittens designed by artist Une Cecilie - we build a shared language for perseverance. Pop culture spreads ideas fast. It shapes identity. And for a campaign built on holding fast and dreaming forward, visibility matters.

Icons make the message stick. They make values wearable, relatable, and shareable.