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 first, self second. True strength lies in the success of others. Lead by example, especially through tough times, and always be mindful of the company you keep. If you’re not willing to risk everything for each other’s success, and vice versa, then it’s not true brotherhood. Surround yourself only with those who are worthy of your trust and loyalty.

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.