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Conventional brands' design process starts with the end product and backs into creation. We know this because we're industry veterans. Their approach goes something like this: "We're going to design a shirt, what should it look like?" Few designers incorporate a critical question: "Why?"
We believe screens can distract you from a good time. Don't believe us?
What's the best time you've ever had while staring at your phone?
These days, putting your phone away and starting a conversation is a Cowboy move.
For example, before we designed the High Water shirt, we asked ourselves a few questions about the Human:
Finally, as extroverts and carousing enthusiasts, we asked ourselves:
Can your style help you meet people? Can a shirt change the arc of your day?
From this exercise we derive Our Mission: Use style to bring people together.