Three generations under one brand is the way we would describe Tekkima. Two of those generations were solely involved in manufacturing clothing. But with the third generation came the vision of the brand, and thus Tekkima was born. Tekkima has been a great case study for us to show the importance of knowing your market. Initially they came in focusing on a millennial market. However, through our testing and analysis they have come to see that they are more of a Gen X style brand. You can think of yourself however you want, but ultimately it is the market that will decide who you are.