The word "promdi" is a slang term for a person who is from the province / country side it has a connotation that when you are from the province, you cannot level with city dwellers since most of them think that every trend started from the city. Our brand proves this wrong. It is like empowerment to the people from the countryside that we can start a trend-- which is the classic beach side style of 60's and 70's; a surf culture that comes from the grassroots and now most city dwellers follow this style