With the launch of Se7en Deadly in early 2010 comes a new genre in alternative fashion and oddities that is referred to as "Elegantly Macabre". Due to the profound content, Se7en Deadly is for those who have a solid sense of self and aren’t afraid to be controversial. Se7en Deadly’s unique designs twist together the core of the Se7en Deadly Sins, the graceful Victorian era, and the harsh grunge of a traveling circus in the Great Depression. The Se7en Deadly brand seamlessly juxtaposes ancient religious carvings, medical oddities and curiosities, and forbidden subject matters to create a collection of alternative clothing, eerie accessories and vintage inspired art. Much like a quick glimpse into a sideshow tent, Se7en Deadly is unusual and alluring.