Diem is a lifestyle brand that was created in 2013 by Phil The Mayor and Michael Nicholas. Its motto, which is Does It Even Matter, is meant to reference Carpe Diem, a phrase infamous for its mistranslation of Seize the Day. Diem promotes living for the little things, like going for a run during the sunset or doing silly things with your friends and being fully engaged in it, instead of worrying about the future. However, as Marsilio puts it, without the full phrase, the philosophical meaning behind Carpe Diem is taken away. Horace wrote “carpe diem, quam minimum credula postero”, which is translated as “pluck the day, put very little trust in tomorrow.” I found this interesting because the misconception of carpe diem is “enjoy today and tomorrow will be better”, whereas the actual denotation is meant to be to virtually get everything done today because tomorrow is uncertain.
Photo Courtesy of Diem