In honour of our three year anniversary, we turned our core values into a physical reminder that tell you exactly what we stand for at red., because fuck being neutral. The t-shirts were a collaborative process with our head of creative, Jazzmin Nilsson, and were produced with the help of AS Colour and Superprint. On the day, we brought our team and talents together on a sunny Amsterdam day and shot the beautiful pictures below, as well as our campaign video which you can watch here.
Our moto comes from a place of feeling that our present seems more divided, more fearful, more hateful than ever, thus, we refuse to be neutral. Because neutrality is complicity. Silence is complicity. When injustice happens around you, your silence isn't impartial, it's taking the side of the oppressor.
That’s why for three years, we've been on a mission: to AMPLIFY voices that go unheard, to CONNECT communities that feel isolated, and to EDUCATE minds that need awareness.
“We are all red. inside” is not just a loose statement, but a fundamental truth at the core of everything we do.
This is why we exist. Why we create spaces where underrepresented voices aren't just heard, but they're championed and included. Where we don't just talk about equality, we build it.
So no, taking up space isn't selfish, it's necessary. Being woke is not embarrassing, it's giving a damn and having empathy for others. When you stand in your truth, in your morals, you create room for others to do the exact same.
But our work is never done. Not until every person has equal opportunities and representation accurately reflects our reality. In a world that constantly tells us to shrink down to versions of ourselves that are palatable to others, we say be loud, be the inconvenience. We want to encourage you to use your voice too, even when it’s uncomfortable. So, fuck being neutral.
Images by Indy Koele
