Felder wanted to solve two problems: menswear that was versatile, comfortable, and affordable, and social impact through ethical manufacturing and giving back.
He launched the brand to challenge traditional retail with a focus on radical transparency, ethical factories, and timeless, high quality basics sold directly to consumers.
The founders wanted to create apparel that reflected their values — performance gear tested by athletes. He created a patriot inspired branding rooted in sacrifice and hard work.
The founder wanted to solve two problems: adventure tourism in La Jolla lacked a modern, lifestyle driven identity. His vision is to merge kayak tours, surf culture, and apparel into one cohesive brand.
Ciciora wanted to solve a gap in workwear — traditional gear was heavy, outdated, and uncomfortable. He envisioned a technical, high performance workwear using modern fabric innovations.
Former media and tech executive who became frustrated with the lack of innovation in men's basics. He envisioned a brand that delivered smart design, premium fabrics, and simple shopping.
