No, it’s a deliberate tension. "Kept" (past tense) implies the action is finished—the object is stored and forgotten. "To be keep" is a command line. It suggests an active state of holding. It reminds us that ownership is not a one-time purchase, but an ongoing commitment of space and attention. If it’s here, it demands to be present.

It is the origin story of MyDrinksona (our sensory calibration tool). Here is the data: A wine expert’s tasting notes said "Cut Grass." My palate registered "Raw Celery." In the past, I would have corrected myself to match the expert. Now, I record the celery. Why? Because taste is biometric, not academic. If you constantly override your own sensory inputs to match public consensus, you lose the ability to know what you actually like. We build tools to help you capture your raw data, not the "correct" answer.

Because it’s not about weight; it’s about data governance. I don't treat Keto as a diet, but as an inventory system for biology. Weighing every gram and tracking macros (Fat/Carb ratios) taught me that stable inputs lead to stable outputs (mood/energy). It’s the same logic I apply to my wardrobe. If you can read a nutrition label to avoid inflammation in the body, you can read a material label to avoid clutter in the home.

No. It’s a Research Lab. While we do cover the "Keep Protocol" (our framework for retention), the ecosystem is broader:

• Look, Not Logo: Deconstructing the psychology of dupes and status anxiety.

• Observation Room: Case studies on market phenomena (e.g., The Labubu Paradox or Uniqlo x Anya Hindmarch).

• Tools: Developing applications like MyDrinksona to turn theory into utility.

I am open to select collaborations that align with the philosophy of "Intentional Retention."If you wish to discuss sensory design, consumer psychology, or system-led curation, contact us!