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.
Kane Lim is an entrepreneur, online personality, and co-founder of B.L.I.N.G. Most recently in January 2021, he was featured
as a cast member of Netflix's reality show Bling Empire. Kane emerged as one of the breakout stars of the show due to his
down-to-earth and humorous character, and subsequently has received a wide range of media coverage worldwide.
With a multitude of business endeavors, Kane is well connected in the social scene and has interests in all things beauty,
fashion and skincare - even having partnered with brands such as Fenty, Versace, Jacob & Co., Maserati, and Gentle Monster.
Besides managing his business and being a social media influencer, Kane has also taken part in philanthropic causes, such as
raising money for the Singapore Red Cross and St. Jude's Children Research Hospital in America. In an interview with The
New Paper, Kane was quoted having said:
"I am fortunate enough to enjoy these high fashion items at a young age. It's fulfilling when I can sell them for charity and see
where the proceeds go to."
Kane has also been observed participating in charitable causes on his Instagram account such as volunteering with Miracle for
Kids, a California-based non-profit organization dedicated to helping families of critically ill children.