free yourself

Revolution doesn’t have to do with smashing something; it has to do with bringing something forth. If you spend all your time thinking about that which you are attacking, then you are negatively bound to it. You have to find the zeal in yourself and bring that out.” - Joseph Campbell

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In the midst of anguish, making our first jackets became a ritual. Blending denim with Keffiyeh and Tatreez fused two distinct labels into something that is better aligned with who we are now. The process symbolically parallels the peeling of layered social constructs: evaluating, discarding, evolving.

Deconstruction from the group labels we have been instilled with, is ultimately a personal journey. At Revolutionized Brands®️, ours is informed by the work of the late Joseph Campbell, professor, author, and expert in the field of comparative global mythology. While many roads lead to the center, the Call to Adventure from the Power of Myth is the mentoring force that inspires our philosophy. Concepts like “shattering event” and “call to action” are references to Campbell’s body of work.

The myths and rites that Campbell studied, served as guideposts for the growth of consciousness that typically comes with age. They dealt with matters at the heart of the type of consciousness that transcends the field of duality we exist in. Over 50 years ago, Campbell said that the “society” mythology must now contend with is global—one that includes everyone in the world.

There are times, like now, when our personal experiences align with global shifts, and we hover at a critical crossroad. In societies riddled with dysfunction and shattering triggers, our choices and actions determine the world we live in. Heeding Voltaire’s warning that, “Whoever can make you believe absurdities can make you commit atrocities,” becomes pivotal. Will you perpetuate cycles of hate and war, or will you shatter old divides, starting from within?

The community today is the planet, not the bounded nation; hence the patterns of projected aggression which formerly served to coordinate the in-group now can only break it into factions. The national* idea, with the flag as totem, is today an aggrandizer of the nursery ego, not the annihilator of an infantile situation. - Joseph Campbell

* substitute “national” for any other label—like “political party” and you can witness in real time the ease with which people who identify fully with their labels can be manipulated and gaslit: they will continue to be staunch advocates of the label even after it becomes an empty shell, one that is no longer able to mask corruption.

While there are contemporary and faithful interpretations of Campbell’s work, the timeless source material—despite dated references—is still the best starting point. The information and first links below outline a broad template derived from that work, one we hope can help others on the journey of deconstruction from the labels that divide. As you navigate this website, consider the stereotypes and prejudices you hold. These projections onto “others” can be overcome with an inward journey of yourself.

This project is a work in progress. We invite you to contribute to this site as a resource for change. Below, you will find columns centered on urgent global issues followed by links to material that has been pivotal in our journey of deconstruction. Where available, the links lead to videos that can be viewed free of charge. For some videos, including The Power of Myth with Joseph Campbell, we are in the process of securing licenses that will allow us to provide complimentary links. Until then, the links are to available sources.

Please share your insights, experiences, or any resources that have inspired your own journey of transformation. Your contributions are invaluable in our collective quest for truth and unity.

The incomprehensible financial gap between rich and poor and the corresponding impact on industries like the news media and the war machine, are often cited as drivers behind many societal woes. While factors like these play significant roles, they are truly just symptoms of a deeper systemic problem that is mostly invisible, always camouflaging as something else—usually as a symptom instead of the cause. Without shining a spotlight on this rotten core, the numerous symptoms can be overwhelming and leave individuals feeling helpless. Recognizing the symptoms as manifestations of systemic flaws offers a clearer pathway for action. Rather than battling a faceless conspiracy, we can focus on advocating for change that promotes transparency and equity. The real challenge lies in addressing the underlying structures that allow a few to control wealth and influence over public services and government policies. By demystifying these structures, we empower ourselves to push for changes that ensure public resources serve the broader good, not just the interests of a few.

Change requires comprehension.

If we understand what is contributing to a problem, we can do something about it.

A host of tribal mythologies of the past underpin today’s global society. Originally intended to unify communities and facilitate the psychological growth of members, the remnants of broken mythologies are weaponized to manipulate the masses. Myths that once reconciled an isolated tribe or group with their known world, are now used to foster exclusion and xenophobia in a diverse global setting. This misuse incites fear and hate, repurposing once well-intentioned narratives into tools of global division. The powers that be employ “divide and conquer” strategies, historically effective in maintaining dominance. This approach traps us in cycles of mere survival, stifling critical thinking and higher consciousness. By recognizing and confronting these manipulations, we can disentangle ourselves from their control and foster an inclusive and enlightened global community.

Half a century ago, Joseph Campbell warned, “When a tradition… [fails] to get its message across—when its mythology is no longer fully functional—terrible things can begin to happen. The mythic structure of the society no longer supports the psychological development of the individual.” Here are three contemporary examples where dysfunctional mythologies are having dire consequences: 1) Racial Superiority: Based on the solidification of religious metaphor into beliefs of superiority, being conditioned to believe you are of a “race” that is superior to others. This is used to justify atrocities like ethnic cleansing and colonialism, with the violence and prejudice perpetuated under the guise of concepts like religious decree; 2) Gender Discrimination: Outdated biological-based myths continue dictating strict gender roles that confine individuals to acceptable predetermined behaviors; 3) Animal Commodification: old and non-applicable hunter society myths are used to support modern practices like factory farming. We are conditioned to inadvertently support the commodification of animals and their abuse, as a necessary part of life. While practices like this use bygone myths as rationale, they pay no regard to the legacy of respect given animals or the rituals acknowledging their loss.

The mythologies that frame these present realities, have been distorted by their application to a world they were never meant to address. To be effective, a mythology and the rituals that enact it must relate to the living world, not any past one of our ancestors. We have erred at both ends: concretizing the metaphors of our ancestors, effectively worshipping idols—accepting them as facts rather than as reference to what is transcendent of thought—and doing away with the psychologically necessary shattering aspect of ritual.

Consider the prejudices you hold. Understand that they may stem from projecting negative traits away from yourself and unto the “other”, a process known as “shadow projection.” Remember that “dehumanizing” anyone, inevitably entails dehumanizing ourselves in the process. The work of becoming free from the labels we are raised with and the divisions they create is, above all, an inward journey. Just as this planet transcends the artificial borders we use to carve it up, we are more than the labels that are used to diminish our wholeness. Long ago, the poet Rumi said, “You are not a drop in the ocean, but the entire ocean in a drop.” When we are able to fully embrace this understanding, our perspective widens, making us less susceptible to manipulation, and more aware of our shared humanity.

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When one part of a whole is on fire, it is only human to feel the pain and do everything we can to stop it.

“The agony of breaking through personal limitations is the agony of … growth. Art, literature, myth and cult, philosophy, and ascetic disciplines are instruments to help the individual past … limiting horizons into spheres of ever-expanding realization. As … threshold after threshold is crossed, conquering dragon after dragon, the stature of the divinity … [summoned] increases, until it subsumes the cosmos. Finally, the mind breaks the bounding sphere of the cosmos to a realization transcending all experiences of form.”

Joseph Campbell, The Hero with a Thousand Faces (1949)