BEFORE YOU LOOK AROUND...

TO ME, AUTHENTICITY HAS ALWAYS BEEN MORE THAN JUST A WORD.

OR JUST A BRAND NAME.

I STARTED THIS PROJECT WHEN I WAS FIFTEEN.

WE WERE READING SHAKESPEARE IN ENGLISH CLASS, WHERE SOMEHOW EVERYONE ENDS UP AS A TRAIT, A FLAW, OR A BAD DECISION.

AND THAT'S WHEN I REALIZED STORIES HAVE A FUNNY WAY OF TURNING PEOPLE INTO LABELS.

THE HERO.

THE FOOL.

THE LOVER.

THE VILLAIN.

MAYBE THATS THE DIFFERENCE BETWEEN STORIES, AND REAL LIFE...

WE ALL CARRY OUR OWN DESIRES AND DREAMS. FEARS AND FLAWS. STRENGTHS AND STRUGGLES.

EVERY EXPERIENCE LEAVES A MARK.

SOME BECOME STORIES. SOME CAN'T DECIDE IF THEY'RE TRAGEDIES OR COMEDIES.

I FEEL LIKE THAT'S THE AUTHENTICITY OF LIFE.

THE GOOD.

THE BAD.

AND EVERYTHING IN-BETWEEN.

IF YOU THINK ABOUT IT, WE ALL APPRECIATE DIFFERENT THINGS. OR SOMETIMES THE SAME THINGS... JUST IN DIFFERENT WAYS.

AT THE END OF THE DAY, WE'RE ALL JUST TRYING TO BUILD A LIFE THAT FEELS RIGHT TO US.

MAYBE I'VE OVERTHOUGHT A T-SHIRT (HONESTLY... I PROBABLY HAVE.)

BUT I'VE ALWAYS FELT THAT CLOTHES HAVE A WAY OF COMMUNICATING SOMETHING.

ABOUT THE PERSON WEARING THEM. AND THE WAY THEY SEE THE WORLD.

SO I FIGURED THE CLOTHES MIGHT AS WELL CARRY SOMETHING WORTH SAYING.

THAT FEELS LIKE A BETTER USE OF A BRAND.

I FIGURED THE LOGO COULD EARN ITS PLACE LATER. (I'M STILL WORKING ON IT ANYWAY.)

PLUS, THE PERSPECTIVE ALWAYS MATTERED MORE TO ME.

HAVE YOU EVER NOTICED HOW EVERY COMPANY WANTS TO BE AUTHENTIC AND THEN IT SENDS YOU TO A CHECKOUT PAGE?

AND YES... FUNNILY ENOUGH, THIS ONE DOES TOO.

IT MIGHT SEEM ODD, TALKING THIS MUCH ABOUT AUTHENTICITY...

AND THEN ASKING YOU TO BUY SOMETHING.

THE IRONY ISN'T LOST ON ME.

THE THING IS... I'M NOT INTERESTED IN SELLING YOU SOMETHING THAT MAKES YOU MORE AUTHENTIC.

BECAUSE I DON'T THINK AUTHENTICITY IS SOMETHING YOU CAN ADD TO A CART.

I'M MORE INTERESTED IN MAKING SOMETHING THAT MAKES YOU APPRECIATE YOUR OWN STORY...

AND MAYBE EVERYONE ELSE'S A LITTLE MORE TOO.

BECAUSE AT THE END OF THE DAY, WE'RE ALL DIFFERENT.

AND THAT'S WHAT MAKES US KINDA THE SAME... RIGHT?

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WITH LOVE,

AJ LADHANI

FOUNDER