Tout

Tout can be pronounced “too” or “toot”.

Tout means “everything” or “all” in French and Haitian creole. 

"My responsibility, if I'm your teacher, is to teach you to think. This is not an easy thing to do. If I want you to think, I must teach you to think about everything. I must teach you that there is a reason for everything you do, and you must find that reason.” - James Baldwin.

That quote opens up the doors to find out why we do what we do, think what we think, etc. With Science in our hands today, we read, and read, and read, and if somehow we are lucky enough to slip past our delusions and or biases, we ended up in a place where we realize, there really is a reason for everything.

Nothing just happens. No magic, No “freewill”.

It may change the way we see humanity and all the challenges we face today. The idea of “good” and “bad” fades away. Causes on top of causes, effects on top of effects. Many, many things makes us behave the way we do. Even if we aren’t “free”, change is possible. (E.g. Neuroplasticity). With learning and a constant reminder, we can change. For the “better”.

When people think of this brand, we want them to think about themselves and question everything. Blame, shame, and praise aren’t as important as understanding. Hopefully this brand serves as a reminder of that.

“I think, ultimately to get better, is to understand how the world really works. If you don't understand how the world really works, it's an accident if you improve it.” - Lawrence Krauss 

We hope these words added some kind of value to your life.

With Love, Tout