Why bonèr?
bonèr is not a derogatory word, but instead is used to exhibit an ideology: to have people represented, not as a collective, but as individuals through an attention-demanding name. It stirs up curiosity and controversy, the very basis of individuality. The true definition of the word "boner" is a stupid or ridiculous blunder. Everyone has an embarrassing story, and everyone’s is unique. bonèr is also a stab at our North American culture's perpetuation of sex in popular cutlure, and its relentless illusion that everything has to be about sex. The accent is simply a way of distinguishing our brand name from the word of which it was derived. Clearly put, bonèr means individuality.

What is indie-casual?
Indie stands for the support of independent, individual minds. Every fingerprint is unique, thus every person should be treated as such. The casual aspect demonstrates a relaxed way of living and symbolizes our untainted attitude towards how we are told to live our lives.