You need big investments because we're talking about dozens of new products and inventory, supplying (new materials)," said Yazıcı. When it comes to choosing a market to sell in, these demands will influence your decisions, more than you think. As a brand, it's important to have your own distinctive style and details that make you 'you.' People should be able to look at your design and say 'Ahh, this is Kill Your Idols.' You should not be doing everything that is on trend, you need to have boundaries," said Yazıcı. Unfortunately, owing to the costs of using high-quality leather and employing master artisans – of which there are only three in the world, located in the Aegean town of Söke – the products are pricier than most. Everyone has an idea of what their world is and how it should be. That's their "illusion." You can use that illusion to progress in life to a point, but at some point, something is going to happen to shatter that illusion. You'll see the world for how it really is and you will become "disillusioned." You'll have depression and anger. That's why it's important to not try to build your own expectations up too high or become complacent with how things are going in your life. You should "lose your illusions."

That’s why we are trying to modernize this footwear item by interpreting its traditional form to fit our style and needs of modern life. We want to make it wearable," he said. I think you read too far into it. The shirt's probably just a take on society as a whole. We're self-destructive etc, and so much so, that we literally killed the son of God. It's tragic irony. A parable. If you're returning items from our Buy 3 Get 1 Free Multibuy range then you will be charged for any items that you are keeping.The accordion-like folding in the leather is inspired by "Efe" warriors. (Photo courtesy of Sedat Yazıcı/Kill Your Idols)

There aren’t many artisans who can do what they’re doing, and new apprentices or assistant masters aren’t being trained,” he said. Becoming a master in this craft takes 30 years, which is one of the main reasons why people don't learn the trade anymore.

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Some brands have one product that puts them on the fashion map. For French label Isabel Marant, it was wedge sneakers. For Kill Your Idols, it was western cowboy boots. This has especially rung true for their popularity in Turkey.