Our principles are our most cherished beliefs that form the foundation of our brand, and understanding what we care about most guides the way we act and communicate.
Being genuine means being faithful and true to ourselves and our customers, and clear and uncompromising in our convictions.
It also means taking responsibility when we make mistakes, owning and learning from our failures, and supporting each other with honesty and transparency.
Our passion for what we do is a powerful and motivating force. It runs so deep in us that it’s infectious – it inspires genuine connections and fierce loyalty.
In reality, it means our expectations are high, and we work harder and devote our energies to being the best we can be in everything we do.
Smuug has a never say die attitude. No matter what the odds are, we never give up. We are decisive, strong-willed and purposeful.
Being determined means being reliable and responsible, leading to trust and greater recognition of our brand.
We are attuned to the social impact of our brand; agile to the constantly evolving needs and expectations of our customers and ourselves.
We are open-minded and forward-thinking, ready to agitate and disrupt and to take the lead. We believe in action, not activism.
