Our Ethos

Our brands ethos is grounded in stoicism, because at any moment, in any situation, and at any stage of life, a stoic mindset serves to remind us of what is truly important.

No matter your surrounding circumstances, always aim to control your feelings and weaknesses to do what needs to be done. This allows you to focus on your goals and grow both physically and mentally, building a purposeful life. Remember, the true measure of a person is how they adapt themselves to their environment, not their environment to themselves.

Sh*t happens; work the problem and push forward without or despite fear. 

Team. Self. In that order. Always encourage success in others and lead each other through dark times. However, always be mindful of who is watching your six. If they would not risk demise to ensure your success, and vice versa, neither of you are worth each other's time. Surround yourself only with deserving company.

A combination of honesty, truthfulness, and a courageous recognition of reality. Integrity is everything. Always.

Adversity is a part of life that you must learn to accept. So, when it comes, and it will, always aim to find humility and humour in it, even in the gravest circumstances. It helps to keep you away from the dark path ignorance will walk you down.