Wear something you feel awesome in this weekend.

Although rare, every now and then, a snap can pop off. Or a button can break on a shirt. It happens (it’s why classic button down shirts often come with an extra). Once on Instagram, I was in the comments of a post, from one of the big western brands. A customer of that brand was telling the story of how a snap came off their western shirt; and the brand just sent him a new shirt (basically telling him to throw out the old one). Which is crazy. But the shirts from that brand (and many of the big western brands) are so cheap, it’s actually more expensive to replace a snap, then it is to just send them a new brand new shirt. It’s not the case with us. Our shirts are made here. They are expensive. Replacing a snap is easy. And we don’t want you to throw it out ever. My goal is for people to be able to wear them for 50 years. So when / if a snap ever breaks, or you tear the shirt, we’ll do whatever we can to fix it, and will cover all costs and shipping. Get that patina.

🤌🤌

My friend Connor texted me this today. Guy on the left is Erik Weihenmayer - first blind person to summit Mount Everest. They’re giving a talk today, and twinning in our denim shirt 🤘

How do you feel about a red stripe 👀

🫡

Okay one more video / post about this. I’m obsessed with this directory.

We made it in the latest edition of Crafted with Pride - and annual directory that gets put out with nothing but American made brands from every category. It’s cooler than GQ 😝

Tough stuff today: - didn’t sell a lot of shirts, catastrophized about my future for 2-3 hours - had returns instead, which made it even worse - my dog wouldn’t poop this afternoon when I ran home to let her out, and she’s now probably pooping in my house as I write this, back at work Good stuff today: - new hire packed all orders, and wrote all thank you notes, successfully for the first time - without my help. That saved me 2 hours. - discovered CapCut for desktop, and it’s 100x easier and faster for putting captions over video than Premiere - found out we’re in the new version of ‘Crafted with Pride’ - the coolest directory out there highlighting American made brands (will maybe share more about this tomorrow).

39 wallets sold. 11 remain ☠️

This is a new shirt we’re making this year. It was supposed to be ready by July, but I screwed up and ordered the fabric too late, and now it won’t be finished until September. I haven’t told any of the retail stores yet.

This week - I’m sourcing fabric for our spring / summer 2026 shirts. I’ve got about 3-4 weeks to figure it out, source the materials, get my samples made, shoot photos, make a linesheet - so it’s ready to show stores in early July. I had a whole post typed out, but then figured, why not just hit record and explain the process. Going to take photos / video as we work through it, and then, going to reach out to the community here, to get your guys feedback on what shirts you like most for next summer.