Meet Alex, a curious first-year Engineering student at the University of Waterloo, who has a penchant for mechanics and a knack for uncovering truths behind popular brands. Growing up in a small town, Alex often spent weekends tinkering with old motorcycles and reading up on the history of different manufacturers. With a natural skepticism towards marketing claims, they take pride in diving deep into the facts and promoting discussions about authenticity in design and branding.