Because Life Is Not Guaranteed (B.L.I.N.G.) is a socially responsible lifestyle brand created by Kane Lim & Jon Koon. The brand's purpose is to act as a catalyst for giving back to those who are less fortunate.
An obvious pun on the word "bling" which generally is perceived as materialism, wealth, ego, and one's ability to show off - B.L.I.N.G. instead, is a juxtaposition and acronym for a movement of embracing life and all those around you. It's a mantra that serves to highlight acts of appreciation and respect for the world as a whole.
The brand donates 10% of all revenues to select charities that are targeted to assist and support people that are less fortunate. The reality is - not everyone is created equal, and B.L.I.N.G. is a modern movement to embrace this diversity while spearheading a process to give back to those in need.