The SWAG movement originated in the early 2000’s - late 2010s coming from a youth subculture, fashion essence/aesthetic and hip hop culture. Artists were inspired by it and made it their own such as A$AP Rocky, Jay Z, Rihanna, Justin Bieber and Kanye West rising it into a whole global movement in those precedent years. Magnifying its presence through social media platforms such as Tumblr, many brands collaborated with it and showed their own version of SWAG like Obey, Supra, Adidas and Vans. SWAG is a feeling and movement that brings confidence, playful cockiness breaking molds of what fashion and what cool is supposed to be. It’s a unique yet shared energy that makes style diverse, self-possesed and laid-back “coolishly”. SWAG is liberation and breaking from what society, any image related industry such as fashion, or simply any standard you feel imposed to do by your life circumstances. SWAG is the choice of just being cool even in those days where you don’t feel like it, and simply bringing an inherent confidence in that.