Our Brand Evolution

Every dad brand is the same, why?! The neutral colors, the boring logos - it's time for a change. Our dad apparel brand is on a mission to shake things up, to break the mold, and to give the dad community something they truly deserve.

What sets us apart?

We've identified a gap in the market and we're ready to fill it. Our brand isn't just about clothing, it's about a lifestyle. We understand that being a father is a wild ride - it's messy, chaotic, stressful, and absolutely amazing - our apparel reflects that. It's real, it's raw, and it's made for the imperfect fathers out there who are doing their best every day.

Our rebranding journey

It wasn't easy to get here. We spent countless hours brainstorming, revising, and pouring our resources into creating something truly special. Our team came together with a shared vision: to create dad apparel that speaks to the heart of fatherhood. And after much hard work, we've finally done it.

*here's a peak under the tent of our creative process and evolution...

Introducing our new look

Get ready to be blown away. Our new logo is edgy, daring, and above all, authentic. It's a symbol of everything fatherhood represents - the highs, the lows, and everything in between. We've put our heart and soul into this rebranding effort, and we know you're going to love the result.

🫣New Drops Coming 02.01.26

So, are you ready to join us on this adventure? To stand out from the crowd, to embrace the chaos, and to wear your fatherhood proudly? We're here to support you every step of the way...

Humans First, Dads Always.