My solution for the YMA 2014 case study is a street wear clothing line for women named #neversleep. The hashtag is a manifestation of youth. Using social media to build a lifestyle around the brand name is the main strategy. The products of #neversleep are identified by its playfulness which is visualized by its bold silhouettes and whimsical prints. The brand has a much needed witty perspective on the harsh realities of modern fashion and life.