ACTIVATED YOUTH
ABOUT
PRXM
PRXM is a lifestyle brand built around creating an opportunity for young people to develop a deep understanding of Brand, Business and Personal Philosophy.
HELPING KIDS LOVE TO LEARN
PRXM is about kids living actively and creatively; making stuff and learning a sense of purpose that’s higher than self.
We’re not giving kids a “short cut” in life, more so, telling & teaching them things we wish someone told us.
OUR STORY
A kid,
a camera,
a purpose.
A story of co-founders by Erich Broesel, PRXM co-founder.
He was a kid - just 12 years old. He used to beat around our little agency - young little guy with a big little heart and an ambitious little mind. Everything with him was big, and little at the same time - perhaps why my phone to this day still knows him as “Little James.”
He met my business-partner at a family get together. The shirt he was wearing was truly serendipitous. A loosely illustrated design - a rider of unmistakable style. The rider was my partner, Matt. The illustrator was myself. Naturally a conversation started but it quickly turned into kind of a cool opportunity proposal for young James. Luckily, Matt saw something special in James. His eagerness to learn inspired both Matt and myself to where we ended up allowing him access to our only camera, which eventually became all of our equipment, as well as the run of our entire little studio. We mentored him and helped him adopt our passion and respect for the power of brand. Before long, we were giving assignments, even helping him build his own mini-media company.
As our agency grew so with it grew Little James. Instead of doing fake projects, we began sending real work his way. By now he was a 15 going on 30, and had already been out of the country doing content shoots for major brands. I watched in wonder as this youngster redefined what a teenager was capable of when engaged and driven by purpose.
James is now 27 and has the life experience of a man twice his years. On the 10-year anniversary of this story of early beginnings and inspired pursuits, we’re starting it all over again with the launch of PRXM. This time James comes over to being on the giving end, and on the receiving end it isn’t just one lucky kid. We have a growing army of rad little Real Kids chomping at the bit and ready to learn, and make, and contribute, and work in the spreading of what we call Contagious Good. Little James had talent, but his strongest talent was in is ambition and drive to do real things. To be “real” is in the doing of “real things.” By the time he became a real adult, he was already seasoned in doing real things and his young talent was more than just a little “real.”
Now that my two youngest are 11 and 13, the timing is a perfect for building upon an already great story. The stage is set and our little army is into it. James and I are now partners in something as meaningful as anything we’ve ever done. Not sure where all the kids can take this but it already feels like a win. Although PRXM already has the look and feel of something real, we’re super excited about what’s still to come.
REASON-FOR-BEING
In today’s hyper-digital world, it’s too easy for kids to become one-dimensional. Wether we are one-dimensional because we are becoming addicted to video games or because our culture has become hyper-focused on becoming the next rockstar in a single sport. It's not about being able to kick-flip to 50/50, 9-step, to 180 off the rail. PRXM is about ordinary kids doing extraordinary things by redefining the possibilities ahead through learning, being productive and every kid being multi-dimensional in their talents and interests.
Bunnyhopping a bike, setting a camera for low-depth-of-field, getting to 100 juggling a soccer ball, designing a website, completing a half-marathon, welding a base-mount for a screen printing press, kick-flipping a 7-stair, and storyboarding a video-script are all real-world things any one boy or girl can do if inspired and motivated to do so. Our reason-for-being is to create that inspiration - activating kids by showing them the power of Contagious Good and having a higher than self sense of purpose.
We are
Activated
Youth.
A SIMPLE MISSION
To open the eyes of all youth to how profoundly capable they can be, and what a massively gratifying difference they can make in the world around them.
WHAT WE LIVE BY.
ENTREPRENEURSHIP
We exist to highlight how Active Freedom and Contagious Good are the way to a happy, positive and prosperous life.
CREATIVITY
We don’t just draw from a simple need for new looks and styles, but for a need for a creative new approach to the future.
PERSONAL RESPONSIBILITY
We believe in self-ownership and the absolute power that one can leverage to improve both self and the world around.
GRATITUDE
We seek to always grow in our humility and see keeping aware of all there is to be thankful for as a means for staying grounded.
LEARNING,
NOT ‘EDUCATION’.
The strategy and model of what we know to be called ‘Education’ is a based on scarcity, compliance and accreditation. We trade time, attention and money for a piece of paper that promises value. But we learn in ways that have little to do with how mass education is structured.
If you know how to walk, write, read, type, have a conversation, film a movie or make toast, it’s probably because you practiced and explored and experienced, not because it was on a test.
We’re not here to say that school or education is bad, more so, it’s just not the way that we prefer. What we like is a tactical approach that leads with learning and trying new things, in an exciting way.