Our Logo

How it all began.... 

 

The logo you see in use here today wasn't the first. It started as a gift to a close friend of mine on Veteran's Day years ago when he was down on his luck. I had dug up a photo of him sucking on a tootsie roll pop while sweating his ass off inside his Humvee and sketched it into an art piece. At the time, he was stationed in Ramadi, Iraq and it was 2007.  Later, I traced out his portrait (roughly) from that gift on the computer as a joke, made it into a fake logo and put the words "Embrace The Suck" underneath it. I made us some hats and shirts and surprised him with them. We both received many comments on the shirts and hats, but we never took it seriously. Then people started asking where they could get some. Given his situation at the time that photo was taken and his seemingly mild enjoyment of that lollipop, it made all too much sense - it also perfectly embodied the motto. Fast forward to today, and we've decided to take a hack at making this once an artistic gift to a friend, turned into a seemingly frivolous joke on a theme, into a real brand. One which serves both the country we love and those that risk it all for it. So, we spruced up the logo into something sharper we felt captured the brand essence a wee bit better - while keeping the tagline pretty much the same however, we kept a hold onto some of that suck from the original - and now, what was once meant to simply lift the spirits of a best friend, is a gift to all of those who have embraced true sacrifice. From the bottom of our hearts, we thank all the men and women in our military and intelligence services for their work to keep our country safe. 

 

The first "fake" branded logo and joke merch (the model you see below is the OG man himself, let's just call him Cal - if ya know, ya know)....

 

 

 

And finally... 

 

P.S. It's no secret we love the Red, White and Blue. That's why each print of our logo has those three special colors included each time, you can also find them in the original  pattern we've created from those details; Cal's tootsie roll pop being the Red, his gigantic MMahh... Maa.. MA-MOLE being the White and of course them Oakley's being the Blue :)