Europe is not a district in Brussels

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The future is Europe

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Europe is not a district in Brussels

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Stock might be limited for some sizes. So make sure to order your favourite pieces quickly. On certain items we offer back-ordering

'EUROPEAN By Choice' is not affiliated with the EU. We do not oppose the EU project, but for us it's about a continental identity. It is after all the continental flag of Europe. The Swiss, Norwegians, Serbians, ... and Brits after Brexit included. The flag is a bold statement of unity and peace, invented after WWII.

Being EUROPEAN is about having a cross-border and open mentality. By wearing 'EUROPEAN By Choice', you are not only making a statement, you are also enabling lots of grassroots EUROPEAN craziness... as we use our profits to promote the EUROPEAN message!

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