The Settlers

Desperate to redefine the global ‘hustle hard’ work cycle, The Settlers – typically comprising Millennials and Gen X – are looking to plant roots in their community without sacrificing their careers, and they are driving a new era of localism in the process.

Balanced · Supportive · Conscious

Career-driven · Urban expats · Hustlers

Community-invested · Localists · Environmentalists

Going against the grain in an effort to spark a meaningful change in their everyday lives, The Settlers are committed to achieving a balance in work, play, consumption, and impact.

Surmounting conditions brought about the pandemic— such as limited dining spaces and the move towards outdoor activities—are the main driving forces that cause The Settlers to consume and behave as they do. The collection made for this persona is built upon the current market trends of constant motion and sustainable options as both Gen Zs and Millennials continue to seek opportunities to move around and escape the city with their bicycles. Key pieces such as Haspe Design Studio’s Wall-Mounted Bike Rack and Junk Not’s Flat Pack Collection allow this persona to thrive. These options allow Settlers to support locally sourced products, reduce their environmental impact, connect with their communities, and work without losing the balance for play that they crave.

Jowee Alviar Creative Director