NotNeutral makes design-oriented lifestyle products. They are part design laboratory, part lifestyle laboratory, but mostly they like to create confident, streetwise products that express individuality and choice. NotNeutral is the antithesis of “lowest common denominator” retailing. Their ideas are never round-tabled. Never put to a focus group. Their company has built a unique following that attracts young-spirited, colourful individuals who are looking for designs that express their own select style.