KAFT is a "design brand" that's founded on two values: creativity and care.
It appeals to people who are in pursuit of beauty: to art-lovers whose preferences are not shaped by popular culture.
The value of art disappears slowly in this kind of world. Creativity is no longer chased, so it is no longer found.
As a result, most of what we eat, listen to and play, is dull, lame and soulless. Everything is created not with care, but with apathy, and this apathy irritates us. Most of us have no taste in what we wear. We are all wearing the same brands of clothes; the uniformity of our clothes deprives us of a chance to express ourselves. There is no reason we should be wearing brand names on our shirts when we could be wearing art.
One of KAFT’s most important goals is to meet the spiritual necessities of these people.
We also want to continue the ages-old principle of "Fair Dealing". That is, the practice of not deceiving anyone, caring about people who value the brand, and leading others in this way.