Max as a brand provides clothes at the lower-end of the price range. Most people who shop in that price range do it because it’s what they can afford. They aspire to be fashionable, but feel it’s out of their price range. Max’s mission is to change that. They want people to feel proud of what they wear. They want people to feel fashionable. So, they don’t just produce affordable clothes; they produce fashionable ones as well. But not any fashion. They produce fashion that reflects people’s personalities. It’s fashion inspired by lifestyle.