Alternative Lifestyle Brand: Changing mentalities.

Promoting difference is the true way to spark change

Photo of Markanthony Villanueva

Written by

Eligibility: Are you employed by T-Mobile or related to an employee of T-Mobile?

  • No

Website or social media url(s) (optional):

Instagram: markanthony.vxx

Date Started


Project Stage: Select the description below that best applies to your approach.

  • Start-Up (first few activities have happened)

1. Personal Journey: What’s the story behind why you decided to start this project? NOTE: All applications must include a 1 minute video that answers: “I am stepping up to make change because..."

Me and my partner Jamey were exposed to different subcultures in high school. We see the power and freedom carried in the communities, as well as the growing disconnect from society and what we believe is the true human purpose. Without the focus on money or the following of social constructs , we could cause the biggest change in society. There will be less cruelty , and less people will be tainted with greed or gluttony. Our lifestyle brand is the first step to the exposure of the new mentality.

2. The Problem: What problem are you helping to solve?

The Fashion Brand we're creating is spreading the beauty of the alternative mentality, known to reject the greedy, money centered superficiality apparent in our society today. By making the rebellious mindset known, we can change people's perspective on what a person can do. We could begin to create our own rules, and stop being so influenced by the media.

3. Your Solution: How are you planning to solve this problem? Share your specific approach.

This lifestyle brand can begin a chain reaction of people becoming creators of their own destiny .We want to portray the mentality in a fashionable way, causing our target audience to hop on board with the new movement. We already have designs in mind, and with a little more market research we will spread the new mentality.

4. Example: Please walk us through a specific example of what happens when a person or group gets involved with your project.

The moment a person understands our brand, will be the moment a person is exposed to a new way of living. It will challenge the norm, and that is exactly what we want.

5. The X Factor: What is different about your project compared to other programs or solutions already out there?

Many clothing brands cater to the desires of the people, but our brand has a message in it. Its not attacking the mass majority, but instead starting at the growing minority.

6. Impact: How has your project made a difference so far?

If you go on my Instagram, you can see potential customers already liking the style. It has potential. We know who our target markets are and how to advertise it, and we definitely see our brand causing a growth in the new mentality.

7. What’s Next: What are your ideas for taking your project to the next level?

We want to launch a small fall line, and sell it at our places of interest ( where our target market flourishes). This will start of cycle of launching a new line every season, eventually leading to a store that caters and grows the alternative mindset.

8. Future Support: What are the resources needed to make your vision a reality?

In the simplest terms, we need some money to hire a technical designer and some money to launch our small first line, but we will try to receive other sources of income. We have a little guidance from mentors, friends support and family support, but we would like any guidance we can get to help make the process a little more smoother. We have a minor start up budget and an idea of the business connections to make it a reality.

9. Finances: If applicable, have you mobilized any of the following resources so far?

  • Friend support
  • Family support
  • Mentors/advisors
  • Donations less than $100
  • Donations between $100-$1k

10. Ripple Effect: Please share some ideas of how you could partner with other changemakers or involve other young people as leaders in making a difference.

Our brand could always use an extra brain. Tech-savvy people could help, as well as another similar business mind that will help spread the alternative mentality. Although we already do have people in mind that will likely contribute to the growth of the brand, we are still open to changemakers interested in our movement. With the right team, we could cause a powerful shift in the mindset of the majority.

Help Us Support Diversity! Part 1 [optional] Which of the following categories do you identify with?

  • Hispanic, Latino/a, or Spanish origin (for example: Mexican, Puerto Rican, Cuba, Salvadoran, Dominican, Colombian) (7)

Help Us Support Diversity! Part 2 [optional] Do you identify as part of any of the following underrepresented communities?

  • Communities of color
  • LGBTQ community
  • Other

How did you hear about this challenge?

  • Social media

Referral: If you discovered the Challenge thanks to an organization or person other than Ashoka or T-Mobile, who was it?

@jayversace on instagram

Evaluation results

5 evaluations so far

1. Overall evaluation

5 - This idea rocked my world. It’s awesome! - 20%

4 - This idea seems really exciting. With a little more polishing, it’d be among my favorites. - 0%

3 - This has some good elements and some areas for development - 80%

2 - This doesn’t inspire me so much - 0%

1 - It didn’t make my heart beat faster. - 0%

2. Changemaker Quality

5 - Absolutely, 100%! - 20%

4 - I feel really good about this - very promising - 40%

3 - This has some good elements and some areas for development - 40%

2 - This doesn’t inspire me so much - 0%

1 - This entry is weak here - 0%

3. Creativity

5 - Absolutely, 100%! - 40%

4 - I feel really good about this - very promising - 0%

3 - This has some good elements and some areas for development - 40%

2 - This doesn’t inspire me so much - 0%

1 - This entry is weak here - 0%

No Answer - 20%

4. Commitment

5 - Absolutely, 100%! - 50%

4 - I feel really good about this - very promising - 100%

3 - This has some good elements and some areas for development - 100%

2 - This doesn’t inspire me so much - 0%

1 - This entry is weak here - 0%

No Answer - 0%

5. Connection

5 - Absolutely, 100%! - 60%

4 - I feel really good about this - very promising - 20%

3 - This has some good elements and some areas for development - 0%

2 - This doesn’t inspire me so much - 20%

1 - This entry is weak here - 0%

No Answer or No Connection - 0%

Attachments (1)

Freedom Beach.pdf

An essay from last semester, describing a dream world that i believe could be possible minus the sleeping on the beach part, haha. My English definitely approved in case you were wondering, but try to focus more on the content.


Join the conversation:

Photo of Wilda Joseph

I love your idea! I fully empathize with the emergence of a new generation, era, thought-process, all of it! With my team and project, we too are trying to instill in others that the external influences aren't all that they seem to be, but with our own rules and minds, we can unlock and do so much more. I'm glad I stumbled on your story. Keep the mindset and best of luck! :)

Photo of Markanthony Villanueva

Thank you! Yes I just read your contribution and we have many interlinking ideas! I understand how you want to teach people through different platforms, because that was my plan as well, although the basis was my clothing brand for me. Maybe In the future we'll be able to team up, and spread the new creative vision .

Photo of Wilda Joseph

No problem! And most definitely - I'd loveee that! Yeah, our basis includes, but is not limited to: music, photography, social networking - any and all things to help raise consciousness and awareness really lol. The vision is definitely manifesting and in reach. Keep in touch!

Photo of Olivia Hardinnieri

This idea is very creative and could solve a lot of problems about individuality in society today. We can't wait to see where this idea goes!

Photo of Anthony Montano

Interesting concept! It could benefit from some additional elaboration to help flesh out the idea. I do love the idea of trying to spread a positive way of thinking.

I think that this submission could benefit from you sharing your own personal experience such as how you feel something like this would have or could still positively affect you or help you overcome/improve something that you’ve encountered in your own life. From there, it may help you see the bigger picture and how you can impact others who may have a similar story or mindset. It may help to focus on the question of “What is our brand and what/who do we stand for?” This may help you come up with a concise and catchy mission statement, something that resonates and leaves a lasting impression in everyone’s minds. Good ideas, so keep working at it, and I can’t wait to see you build more on this ambitious concept!

Photo of Markanthony Villanueva

Thanks so much for the feedback! I understand what you mean, some areas may benefit from some improvements, but unfortunately I don't think I can alter my submission anymore. Although to anyone that has similar questions , I decided to summarize our brand's mission statement:
  Our brand stands for the creators and dreamers that are underrepresented in our society. We are the ones who support art and equality. Me and my group believe through an alternative  lifestyle brand, we may be able to spread the philosophies that are presented in our communities.

Photo of Brittany Corner

Highly Ambitious, and you definitely have great potential to influence culture

Photo of Markanthony Villanueva

Thank you so much Brittany!

Photo of Ariyan Miller

Hey Mark ! It's Great to meet you. I am The Millennial Mindsetters  and I love your idea. It will definitely spread!

Photo of Albert Hofmann

I like this idea and the meaning it comes with.

Photo of Markanthony Villanueva

Thank you! i appreciate it, and hopefully this idea will spread.

Photo of Jamera Haywood

It came out nice!!

Photo of Markanthony Villanueva


Photo of Anastasia Walton

Love your idea! When you challenge the norm, the only outcome will be a new way of thinking!

Photo of Markanthony Villanueva

Thank you! Yes, that's exactly what we're thinking. Just the exposure as well could cause people to reconsider their current lifestyle.