A unique retail space that embodies the eclectic individual style of Red or Dead and its consumers. ‘Stay Gold’ is an expression from the 1960’s novel The Outsiders, meaning to stay true to oneself. The expression fuels a campaign within Red or Dead to point a middle finger to conformism and embrace true self-expression. A pin-badge concept plays on the nostalgia of the brand and allows users to create their own piece of Red or Dead that they can take away; making consumers feel like they are part of something bigger and part of a wider community of individuals who are not afraid to be who they want to be.