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> An alternative dialogue in sports culture


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An alternative dialogue in sports culture

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An alternative dialogue in sports culture 〰️






Bête Noir is a media and apparel house.A liberation movement. A deliberate coup d’etat of the environment that holds you hostage.

The pursuit of elite sport is the best and the worst thing to happen to someone.

Bête noir exsits to explore the art within that paradox.

It exists to liberate athletes from being boxed in to simply perform on the sporting field.

Not built for technical sports performance, Bête Noir is a statement, an effort, an urgent push towards mental health, self-expression and liberation from oneself.

The brand was birthed from an unsupportable disdain and a boredom of the current context of sports culture. A response to a statistics-obsessed industry of abuse, terror, corruption, pain, fear, and the inevitable loss of self.

like it or not but this is a true story.




















































> i DESIRE THE THINGS THAT WILL DESTROY ME IN THE END.
— Sylvia Plath