About chariot
The heart of the brand is in the name CHARIOT. The entire communication strategy is developed around the universal cultural significance of the word CHARIOT.
The Name
In Dante Alighier's epic poem The Divine Comedy, the term 'chariot appears in the context of the celestial journey described in Paradiso (Heaven). It symbolizes the soul's ascent toward God, representing divine guidance and transport through the various spheres of paradise. In Canto XXIX of Paradiso, Dante recounts his mystical experience of being carried upward through the celestial spheres in a heavenly chariot, drawn by powerful celestial beings. Beatrice, Dante's muse, arriving in the chariot, symbolizes the soul being carried and elevated by divine love and wisdom, moving inexorably towards God.
Plato’s philosophy
In Plato's philosophy, the term 'chariot is used as a metaphor to describe the structure of the human psyche. Plato develops this metaphor in his dialogue Phaedrus. According to him, the human soul is composed of three distinct parts: reason (logos), spirit (thymos), and desire (epithymia). These parts are compared to the elements of a chariot: the Charioteer (reason), guiding the soul with intellect and judgment; the white horse (spirit), embodying courage, will, and moral emotion; and the black horse (lust), representing instinctive desires and impulses beyond the control of reason or spirit.
Ascension of Elijah
In the Bible, 2 Kings, Chapter 2, the prophet Elijah is depicted ascending to heaven in a fiery chariot, an event commonly referred to as the ‘Ascension of Elijah’. According to the biblical story, the prophet Elijah was taken up to heaven in a chariot of fire drawn by fiery horses, in the presence of his disciple Elisha. Both Elijah and the chariot disappeared amidst the flames and were carried into the heavens. The fiery chariot associated with Elijah is regarded as a symbol of divine presence and spiritual power. It is often interpreted as a sign of divine blessing and protection, as well as a means of transport to the heavenly realm.
Our Mission
Chariot shapes fashion, stories, and inspiration, understanding itself while creating needs for a distinct consumer tribe. Though still emerging, the brand evokes a sense of mental freedom and curiosity, challenging conventions and offering new aesthetic perspectives within a classic framework. In a market saturated with clichés, Chariot’s mission is to craft superior-quality pieces with a classic-innovative design and urban attitude, inspiring confidence and individuality.
The quality of materials and finishes is a key factor in shaping the consumer’s overall experience. The coherence between brand image and product is organic, understated and inherently masculine.
Chariot is more than a brand, it is an institution of complex emotions
that captivates, seduces, and listens to the consumer.