02 / 2013
2013
APPLE HAD
AN INTENTION.
Apple opens WWDC with Intention, a design manifesto about focus, simplicity, feeling, and saying no to almost everything.
“Then we begin to craft around our intention.”
Watch Apple — Intention ↗IL
INTENTIONAL
INTENTIONAL LIVINGINTENTIONAL DATINGINTENTIONAL DESIGNINTENTIONAL RESTINTENTIONAL FASHIONINTENTIONAL MOVEMENTINTENTIONAL EVERYTHINGINTENTIONAL LIVINGINTENTIONAL DATINGINTENTIONAL DESIGNINTENTIONAL REST
01 / MANIFESTO
EVERYTHING
IS INTENTIONAL
NOW.
A cultural brand about the word everyone suddenly discovered.
We are not here to teach you how to live. We are here because apparently every choice now needs a philosophy.
APPLE HAD
03 / 2026
2026
EVERYONE
HAS ONE.
Intentional mornings.Intentional dating.Intentional wardrobes.Intentional skincare.Intentional movement.Intentional friendships.Intentional rest.Intentional scrolling.
INTENTIONAL EVERYTHING.
04 / SOURCE MATERIAL
A THOUSAND NO'S.
ONE MEME COIN.
THIRTEEN YEARS LATER
SO WE MADE A COIN.NOT ACCIDENTALLY.NOT ORGANICALLY.NOT AUTHENTICALLY.INTENTIONALLY.
05 / THE PAIR
$INTENTIONAL
Cultural asset.
×
$AAPLc
Historical lore.
Paired with the company that was talking about intention before the internet made it a personality.
CHAINROBIN HOODSTATUSCOMING INTENTIONALLY
CONTRACT
YOUR COFFEE IS INTENTIONAL.YOUR WARDROBE IS INTENTIONAL.
YOUR MORNING IS INTENTIONAL.YOUR BREAKUP WAS INTENTIONAL.
NOW YOUR MEME COIN IS TOO.
06 / FURTHER INTENTION