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 best friend on Veteran's Day years ago when he was down on his luck. I had dug up a photo of him sucking on a lollipop while sweating his ass off inside the Humvee he drove 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 some hats and shirts and surprised him with them and we had a good laugh. Yet, we weren't the only ones. On the days we wore the fake branded shirt or hat we would get comments on them. Good ones, but we never took it too seriously. Then people started asking where they could get some... Given his situation at the time that photo of Cal was taken in Ramadi, 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 this once artistic gift to a friend, turned into a seemingly frivolous joke on some shirts and hats, we've decided to take a hack at making 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. However, in keeping the design of the tagline pretty much the same, we kept hold onto some of that original suck - and now, what was once meant to simply lift the spirits of a 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. The smiley face is meant to be sarcastic btw, in case you couldn't tell :)