A lot of people who come to this website, or find us on one of our social media platforms, likely don’t know about the purpose behind the brand.
Naturally, most people assume it’s a fashion brand, run by me and maybe a small team, that focuses on sustainability and good quality clothing. This is all correct and for the many people that visit the site(s), that is probably enough for them to know.
But then it goes one step further. Those who become customers or followers of the brand find themselves a level deeper. They begin to realise that there is a charitable element to it, focused on mental health. Phrases like ‘building a community’ and ‘encouraging mental health conversations’ become more familiar and some may even delve into finding out why.
They scroll through the About Us page, scan through some of the content on Instagram and, eventually when their order arrives, are presented with the box that contains not only their new clothes, but also a few bits about the brand including a personal thank you card from me.
It’s at this point there is a moment of fascination and admiration, as I have been told, as they realise that this is so much more than just a clothing brand. There is a story behind it (which you can read about in the first journal entry) and they have now stepped into becoming part of that story.
When I was creating the brand, I spent so much time making sure the customer experience of receiving and opening the package, the only touch point I will have with most customers, as unique and exciting as possible. And the feedback I get from those who have gone through this makes the rather long process to achieve that worth it.
Because it really isn’t just about getting another hoodie or t-shirt. I really mean it when I say my goal is build a community, to bring people together, to say fuck you to the hardships we may suffer in life, and flip them on their head and take life by the horns and enjoy it.
My younger brother lived his life just like this. His short life was by no means lacking in enjoyment, surprises and living life to its fullest. So this is the legacy I would like to continue. To make him proud that his untamed spirit still lives on through a community of nutters that go beyond the boundaries of everyday life.
The object of life’s journey is not to arrive at the grave safely, in a well preserved body, but rather to skid in sideways, totally worn out shouting holy shit, what a ride.
As we go into 2023, it is my mission to bring people along on this journey with me, to instil a sense of excitement in their lives, improve their mental and physical states, even if that means taking them outside of their comfort zones.
Essentially I’m here to build a community of wellness warriors and I want you to be a part of it. So what are you waiting for?