Felix and Xuka have a creed, which is in its shortest form: to be chill. Being chill is generally seen as a mindset but can also be seen in product-form through clothing - for example, hoodies or t-shirts. Nowadays it is more common to wear comfortable cloth, even in the office, if the attire is still suitable. But very often comfortable cloth is very uniform, and there aren’t many variations between the clothing items. While many companies are focusing on technological advancements of how the garments and fabrics are produced, such as Lululemon, Casually Chill wants to focus on the comfortable classics. The goal of Casually Chill is to offer variations of comfortable clothing with certain fabrics (Alpaca, Linen, etc.), which stand out between other clothings by its looks and feels.