ANSWER 42
A New Brand
for Hitchhikers to the Galaxy
Philosophy of the Brand Name
So Why
ANSWER 42
The ultimate question of humans still stands: What is the universe and the meaning of life? The Answer we believe, is found in ourselves. In Plato's Meno, Socrates demonstrates that "all learning is recollection" by guiding an uneducated enslaved boy to solve a geometric problem. The boy initially guesses wrong but reaches the correct answer through Socrates' questioning. Socrates argues this proves the truth was already within the boy, revealed through the right questions.
We believe the aspiration to find the Answers and reach this truth is the path to goodness. The achievement is the harmonisation of oneself and the world around. Thus we have chosen Answer 42 as this symbol. The search is embodied in our brand and what we as a company strive to achieve. Every product is created with the intention to live in harmony with nature and to find the right answers.
