The Enlightened Zagger deliberately swims against a prevailing cultural or category tide. It holds up an attitude or behaviour the rest of the world seems to accept, and provokes us to see it as the BS it really is. The opportunity for the Enlightened Zagger here is not just to embrace the opposite, but to create an alternative aspirational movement of its own.
Vitsoe is not to everybody’s taste. We are, dare I say it, somewhat of a Marmite.