I am pissed off from this concept of a ‘lifestyle.’

I. Don’t sell out to fit in

Pretty much a ‘lifestyle’ or even worse—a ‘lifestyle brand’ is about buying shit to fit into some sort of ‘lifestyle’ in order to fit in.

The problem with anything ‘lifestyle’ is that you are making yourself a slave to a brand— to feel a certain way.

II. I’m a victim too.

Don’t get me wrong— I fall into this trap all the time.

I want to shoot with my Leica camera around my neck, and take photos of my Leica next to my cappuccino at the coffee shop and Instagram it — to look cool, to feel validated, and to get a lot of likes.

I wear NIKE shoes because it makes me feel a part of an ‘athletic lifestyle/leisure/casual’ concept.

III. Empower yourself with culture

My buddy Nietzsche has taught me a lot about the power of culture.

I think that CULTURE is one of the most beautiful things we have as human beings. Because culture is malleable. Culture can be inherited, learned, taught, transmitted— and to take on a certain culture, you don’t need to buy shit.

I grew up with hip hop culture. I love it. It empowered me. I grew up listening to a lot of ‘socially-conscious rap’ (Lupe Fiasco was my prophet) and me and my friends would breakdance in high school for fun.

But the BS thing about is it that I ‘needed’ to buy ECKO clothing (yeah this was early 2000’s) to be a part of a ‘hip hop lifestyle’. I couldn’t afford ECKO clothing, so I felt like shit. Instead, I bought a lot of ADIDAS stuff (it was cheap back then, and not ‘cool’ like NIKE) to feel like I fit into this ‘b-boy’ lifestyle.

Later on when I got a student job in college, I bought all the LRG (another ‘hip hop’ lifestyle clothing/streetwear brand) to feel cool. By wearing a $35 T-shirt, I felt like a better version of myself.

IV. Wear the same shit everyday

I still really liked all the designs of these clothes— but I was addicted. I spent hours a day just looking at t-shirt designs, and literally blowing all of my money on clothes. And I don’t own none of those clothes no more. I just wear #allblackeverything and life is simpler.

I like the idea that people should admire me for my photos, and creative work — not my clothes or exterior. I wear the same outfit everyday (black dress shirt, cotton, UNIQLO), black stretchy jeans, black shoes, black undershirt. The less distracted I am with clothes, the more focus I can have on making art.

V. CULTURE IS IN THE MIND

I don’t believe in RACE. To me, ‘race’ doesn’t exist. The concept of ‘race’ was only made about 50-60 years ago — and I think RACE is nothing but ‘CULTURE.’

We all originate from black people in Africa. But what has changed over time? Our culture. How we talk, walk, eat, and act socially.

Racism is nothing but thinking that your culture is superior to others.

For example, the British thought their culture was superior to the Indians.

The French thought their culture was superior to that of Vietnam/Algeria/everywhere they colonized.

The Americans thought their culture was superior to the middle-eastern countries.

VI. Racism = Culturism

A lot of culture is also trying to assert our power and dominance over others.

I think many human beings are deluded into wanting POWER for the sake of power. But like my buddy Kanye West says, “No man should have all that power.”

No one person should have too much power. Or else you will turn into the next Hitler.

VII. Build your own culture

Sorry I got way too distracted in this letter.

Essentially I want to tell you — don’t buy into a ‘lifestyle brand.’ Rather, build your own culture.

Read philosophers from the past, and change your middle (or first name) on Facebook— adopt the name of a philosopher or thinker you admire. For example, I changed my name (in my mind) to Eric SENECA Kim — because I love Seneca.

You cannot choose who your parents are, but you can choose who your spiritual teachers are.

And if you find a spiritual teacher, philosopher, thinker, or person who you admire— just adopt their middle name. You don’t gotta change it legally — just make a new email or change your social media accounts.

Other people who inspire me include Elon Musk, Jay-Z, Dr. Dre, and Cindy A. Nguyen. Maybe one day I can change my name to: Dr. Eric Elon Nguyen-Z.

Make your own culture, and fuck ‘lifestyle’ and ‘lifestyle brands.’

Be strong,
Eric