About Us

What is THE GRAY?

We are a lifestyle brand inspired by Flow Theory, a mental state in positive psychology commonly referred to as being "in the zone". In our interpretation it's the gray area where the highest level of challenge is met with the highest level of skill (see "Flow (psychology)" via link below). We want to challenge, motivate, and help our community enter it's flow state as they take on daily challenges and achieve their goals.

 

Flow Theory Conditions

• The activity must have clear goals and progress. Structure and direction.
• The activity must provide clear and immediate feedback. This creates an opportunity to navigate a changing and challenging landscape to allow for performance adjusting in real-time.
• There must be a balance between the perceived challenge of the activity and one's perceived skills to accomplish the activity, which creates an opportunity for confidence in the ability to complete the task.

 

Our Brand

The "Kite" logo is a symbolic representation of the upper right-hand corner of a psychological model of mental states applied over a Challenge and Skill axis. Where an individual's skill is low, different degrees of challenge illicit emotions of Anxiety, Worry, and Apathy, but where the level of skill is high, you'll find an individual's mentality to be in states of Relaxation on the low end, Control, or at the highest degree of challenge, Flow. And that's who we are. 

 

 

 

 

 

 

Reference

For more information on Flow Theory and the inspiration behind The Gray, you can visit: https://en.wikipedia.org/wiki/Flow_(psychology)