How It All Started
When we kicked this whole thing off it was literally just: "Document the summer and, do cool shit." That was it. I mean, we didn't have a Powerpoint, we had a hangover.
It was just me and a few boys, maybe a few girls, just a pile of questionable ideas and this low-grade fear that the good times wouldn't last. We figured we'd take a couple of blurry photos, make some videos that looked like they were shot on a potato, and just have a laugh, like a small piece of proof that we were here.
Somewhere in the middle of documenting a drunk night that felt truly legendary, and then trying to learn the two-step— we decided we needed something to commemorate the whole mess. So we made some hats.
Why Hats?
I don't know. It was one of those things where the universe just kind of pushed us. We put those original hats on, and all of a sudden, everybody, from our neighbors and friends to some stranger at the pump trying to put premium in a Honda Civic, was like, "Dude, I need that hat."
We'd try to talk 'em out of it. We were like, "Listen, brother, it's just a hat, but they'd insist. Who are we to argue with destiny, you know? Sometimes the world just hands you a damn hat.
We could hit you with some corporate shit right now, talking about "vertical integration" or "synergistic marketing," but We don't know that stuff.
The mission is simple: We're trying to create the greatest damn western brand in history. Period. We're not stopping until we get there. This ain't about selling a lid; it's about building a brand that's as genuine, fun, and just plain unstoppable just like the greatest and worst summer of all time (2025). We're gonna make some gear that can handle whatever kind of trouble you stumble into.