We hope as a company to re-cultivate an authentic masculinity in America in character, lifestyle, and clothes. Or to say it simply… we want to honor men again. We think it has been a few bad decades for us, especially in clothes.  But we believe it is time to re-claim our great heritage and stand on their shoulders.

We believe the apparel and fashion industry some decades ago followed the cultural trend of the day and began to sub-divide men into categories. We traded in the tools of the generations past of axes, farm equipment, and rifles for hair gel, cubicles, and television sets. And the clothes that represented this new change soon followed.

Here is the great news. It wasn’t always like this. We have a rich history of good men doing noble deeds to be proud to re-discover. Our vision is to restore and honor the time tested rituals of male traditions that embody our American heritage while highlighting the iconic men of our past who joined in them. We want to tell their stories to re-inspire us.

We think the conversation needs to change. The idea of the skinny jean as the latest evolution in men’s fashion which came from the previous embellished studded jeans and acid wash look is proof something has shifted in men. We think we can buy character pre-faded and pre-worn to give us the look.

We don’t think you can buy character. You simply have to earn it. Maybe that sounds ironic for a clothing company trying to sell things, but we’d rather you wear our clothes as you become that man.

We didn't begin the company to make money. It was an extension of a mission to bring awareness in our culture about what is missing in men today. So, while we seek profits, our deeper mission is to bring change to the fashion industry. We believe clothing is just an extension of the soul. So we are seeking to establish our company in a way that finds organizations and groups that promote these values. 

So to sum it up… We believe in honoring our rich heritage and past. We want to see men rise up and be good and strong men, like the kind our grandfathers were and lived around. We think masculinity is actually meant to honor and respect femininity and that includes women's rights. We also believe in hard work and earning your way as a lifestyle and to be embedded in our clothes. We also believe in looking into our history pages not just new trends. We think the outdoors is a place to find oneself, and where a man needs to go to step into his place in the world and as a man. We also think dressing well is another form of a gentleman in the making.

Our clothing and product is inspired to serve this mission.