In 14 short years Provogue has gone from being a fashion brand to becoming a cultural icon of the young at heart. Initially it became a leading clubwear and party wear brand for those who lived life to the full. Soon it became an icon for those who lived life by their own rules. For those who were different from the world. Today it exemplifies the freedom to live by one’s own rules. It is a symbol of uniqueness, of being able to stand out, of not fitting in. Of those who Live Free.