The initial SQ (short for SQuare) idea came when watching the 2000 movie  American Psycho. Main character Patrick Bateman, a goodlooking, hardworking, healthy yuppie has since been our hero when it comes to chopping up steak properly fashionable. 

He is the one that taught us no good meat can do without good music. Our hero is a big fan of Huey Lewis and the News, one of the founders of the typical eighties sound. In this scene, Bateman preps for another night of twisted fun to the sound of Hip to be SQuare. To us, this is the ultimate comparison to the event industry; no fun can be had without carrying a tune. That’s why we choose the name: SQuare.

Most people probably don’t listen to the lyrics, but they should! Because it is not just about the pleasures of conformity and the importance of friends it’s also a personal statement about the brand.