In the first semester of my second year at amfi I created a subbrand together with a classmate. We chose a brand that already existed, Mick Keus, and connected it with a target group which they did not have in their customer base. Generation P. stands for the three P's of their values: Physical change, Personal experience and Proudly imperfect. Mick Keus believes that everyone can be proud of the changes your body goes through. The brand gives the consumer a sense of self-confidence by creating tailor-made jeans . It is a personal experience where attention is paid to the wearer's body type and where she will be respected.