BSX的設計一直勇於創新及領導潮流，將時尚風格與當代生活形態結合，以滿足時下年輕人的渴望與追求。建基於BSX 的六大哲學：Aggressive、Courage、Fair & Just、Never Give Up、Perfection 和 Rebellion，品鼓勵年輕人要敢作敢為、勇於突破傳統及熱切追求夢想。因此BSX以一生追求理想、自由和公義，付出自己一生為革命而戰的古巴革命家捷．古華拉為品牌核心代表。這位革命家一直都在革命戰場上作戰和奮鬥，在戰鬥中勇猛無懼。品牌亦以「VICTORY OR NOTHING」作為口號，表達這位革命家永不服輸、不屈不撓及勇於面對挑戰的精神。
Known for its cool, trend-setting attributes, BSX encourages youngsters dare to challenge and pursue for dreams. With its 6 core philosophies: Aggressive, Courage, Fair & Just, Never Give Up, Perfection and Rebellion, Che Guevara, the revolution icon, has been BSX’s symbolic icon. This Cuban warrior, well-known for his outrageous bravery, devoted his entire life to fight and pursue dreams, freedom and justice. The brand also further reinforces and praises this never give up spirit into its brand