"I’m just writing a story that I want to read.”
-Jean M. Auel

We didn’t like the story that was being written by the performance apparel industry so we decided to write our own. Our story starts with a pretty basic idea – we will never make a red shirt. Nothing against the color, in fact, we like red. It represents a lot of what we stand for - passion, vigor, and leadership. But to us it also represents everything that is wrong with traditional performance apparel. One red shirt opened our eyes to how the apparel industry sacrifices the safety of people and the planet to make products.

We don’t necessarily know how the plot will turn out, but we know the general story line: put people and the planet first, and profits will follow. We think that is an ending everyone will enjoy.