02. Our Target
Meet Caleb, 23, not married, no kids, and an urban dweller. He is freshly graduated, living on his own at the start of his professional career. New to adulthood and just starting to grocery shop, Caleb is finally taking responsibility of his life. He has an opinion about everything and anything. He likes to leave his mark, customize his purchases, and exercise his creativity wherever possible. He loves things that are customized. His closet consists of NIKEiD shoes and thrifted graphic tees. He also designs his own tattoos.