genesis

About 8 months ago I was roused from bed at 2am with an idea. Perhaps it was more of a concept of sorts, but what jumped into my mind was the phrase "Business as Usual." I had been going through a little bought in life, you know those times when the weight of it all seems to get you down? There was no money in the bank, no food in the fridge and my wife and I were trying to figure this thing called life out. Here is where business as usual came in.

I had been watching the news and Obama had just raised a record amount of money in a week. It was just business as usual to him. I looked at my bank account and 10 overdraft charges stared back. I think I was personally paying someone's salary, and to the bank it was just business as usual. My friend was told by his girl that she just wants to be friends. Business as usual.

This phrase became a life lesson to me at the time. Whether it is bad or good I don't quite know. But one thing is for sure, I have been given a passion to create a clothing company that makes light of these things of life that are business as usual. Whether you are landing kickflip backside tails or knocking out teeth on a rail, life makes it clear that it is all business as usual.

The goal is to make this a common phrase that people use everyday… a kind of mantra if you will. The other goal, to back that up with quality made goods that will inspire you to put a smile back on your face and tough it out.

I am starting this company with a good friend of mine who is an amazing designer and my sister who will help promote the business and the mentality.

For now, till we have our first shirt or sticker, please feel free to send us stories where you have experienced the phrase, "business as usual."

Get ready for us.