OUR EQUATION 

WE DIDN'T START WITH CLOTHES. WE STARTED WITH AN EQUATION.

PLUS/MINUS was born from a simple truth: life is never only positive or negative. We gain. We lose. We doubt. We grow. We fail. We become. 

Somewhere between the plus and the minus is who we really are. Its is also the inclusion of a foundation of both Zulu and Maragoli essence ... creating identity and individuality through that, and giving the brand purpose and lineage while also breeding purpose and connecting our brand to the rest of our values. 

We translate that tension into clothing pieces, shaped by culture, identity, contradiction and intention. Every word, stitch, symbol and silhouette has a reason for being there. Because to us, nothing is just decoration. Nothing is random. 

EVERYTHING COUNTS.

THE PEOPLE BEHIND THE EQUATION

PLUS/MINUS is built by people who believe clothing should say something before you ever have to. We create, we question, we refine and we obsess over the details,  because the smallest decisions could often make the biggest difference.