CADDIS is the anti anti-aging brand. That’s our stance. We want to have an open and frank conversation with you about how absolutely right on it is to be the age we are, right here and now. CADDIS is calling bullshit on 50 is the new 40, on the whole fountain of youth illusion, on the many industries that are profiting on vanity and fear of age, on the concept of “aging gracefully” and on the notion of raging against the dying of the light.