What made Jordan, Jordan, the Beatles, the Beatles, or MLK, MLK ?  They represented something greater than themselves. They embraced a calling, embodied an ideal, and expressed the intangible. That’s what icons do.  That’s who icons are.  They are, WE are, the image of something greater. This is more than another brand pursuing “trend-setter status.”  This is a tribe.  A “come one, come all” community gathering around the idea that everyone is meant for more; to live for something bigger than themselves…

Tauren Wells
CEO / Founder