Where did Disciplinatha come from? To achieve balance, “Discipline” must be adopted…Disciplinatha (the name of the brand) was born from this concept. The innovative idea we are pursuing with Disciplinatha is to help people evolve through fashion. What does a designer do? A designer is a "designer" when, in addition to knowing how to draw more or less funny images, he's been able to hide within his creations a path to follow that often leads to a bigger puzzle and/or to a further meaning that will have to be revealed. Some of the garments are equipped with QR Codes containing artistic links. The combination of the graphics motive with the QR Codes represents an interesting challenge for the customer that by scanning the QR Code and deciphering the image or video contained within it gets transported into a real puzzle, able to stimulate the mind and offer a unique and engaging experience. That's the reason why I conceptualized the Gif imagines as a new powerful tool for Art and Artists.