Created by Philadelphia based company, SSEWARD LLC, The Bluebird of Happiness is an initiative to improve quality of life. The mythology of the bluebird has deep roots that go back thousands of years with indigenous cultures worldwide holding similar myths and beliefs about the bluebird. It is a widely accepted symbol of optimism, health, renewal and virtually all things good. By coordinating projects, programs and diverse collaboration, "The Bluebird of Happiness" hopes to facilitate flight and joy to all those who become involved. As a performance-based fashion line, BB design derives from field experience. Drawing inspiration from the bluebird's anatomy, behavior and mythology, BB products* aim to function as experiential tools for life-improvement.