Kic the rules
We’re changing the relationship people have with wellness and themselves
TRIGGER WARNING
The content on this page discusses topics surrounding eating disorders and body dysmorphia.
We started Keep it Cleaner as a recipe e-book in 2015, on a mission to make healthy eating easier. We never imagined it to grow into the empowering holistic wellness company we have become. Nearly a decade later, we've come a long way as a brand, and a society. We'e already evolved from Keep it Clean, to Keep it Cleaner in 2016, recognising the stigma with clean eating and wanting to embrace balance, not restriction. But toxic diet culture still exists. We need to be louder to cut through the noise.
We have become more affectionately known as Kic, now we're making it official. We are on a mission. We are Kic. Simple and sustainable - just like our approach to healthy living. Kic is playful and proud, simple yet bold.
New name, same us. Except one thing. Kic is bolder. We're not afraid to stand up to society and call BS on toxic trends disguised as"wellness". We've been championing this message since day dot, but as toxic trends continue to cramp our styles, we're making more noise and our new official name is a reflection of our unwavering commitment to make real changes.
We're ready to Kic those rules & restrictions in the butt. #KICTHERULES
When we were embarking on our plan to become bigger and bolder in this space we reached out to our community to find out what wellness rules they had been told over the years. The response - over 1000 responses with rules that made absolutely no sense.
A few of the most common responses are listed below: