The Breaks
The Breaks is an analog brand for a digital world. Deeply rooted in the subcultures from the 80s to early 00s, music, and the soundtracks of their early years form an important part of the brand aesthetic and is alluded to in the first part of the double entendre evoked by the brand's name; a break is where all the elements of a song drop out with the exception of percussion. "The breaks" also finds a home in the saying "Them's the breaks", describing an outcome that was either unwanted or unexpected.