The Culture of Vision and Pursuit

We exist to cultivate a way of living shaped by imagination, intention, and momentum.

This is a space for those who sense what’s possible and move toward it—with clarity, creativity, and purpose.

Together, we pursue what’s next.

What's in a Name?

Then is a vision. A signal.

It’s the future you’re moving toward—and the present reminder to keep moving.

 

A word that holds intention, direction, and desire. A quiet nudge to live in alignment.

 

We named the brand Then because it represents every moment on the path between where you are and where you want to be.

 

When you see it, wear it, or return to it, it propels you—toward your then.

 

A name that asks: What’s your Then?

Origin

Nudge Theory in Action

This arc began with humble nudges—small signals intentionally placed in an environment to direct attention and action:

  • A strip of blue painter’s tape on a doorway prompting a pull-up

  • Marking a book cover as reminder of a promise to read

  • A shirt acquired while traveling—when worn—reconnect with an experience abroad

Intent

Focus on what matters

The intention for this arc is to leverage the sensory gating function of our reticular activating system by extending these personal rituals outward, crafting elegant objects—whether physical garments, thoughtfully designed totems, or digital experiences—that function as signals within a shared culture of pursuit.

Vision

A powerful network effect among the initiated

These objects not only serve as personal reminders; they also become communal nudges.

Picture it.

You're at your favorite coffeeshop—on autopilot—when in the corner of your eye you spot one of our symbols in the wild. Suddenly, you recall your personal ambitions and remember to act in service to your vision.

 

then habits

A simple tool for daily alignment

An app designed to support your journey towards personal goals, ‘then habits’ offers structured guidance to transform intentions into achievements.

We are what we repeatedly do. 


Calibrate Your RAS

Find a quiet space and dive into the world of your dreams. We'll take you on a journey to imagine your ideal future in vivid detail, engaging all your senses to create a compelling vision.

Create Your Vision

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