One Choice. All In.

A Message from Our Founder

We live in a world that’s constantly telling you to do more, buy more, be more.

From the moment this brand took shape, people around me gave advice that sounded like a blueprint: launch more products, secure funding, build fast, scale faster. That’s what a “real” company does, right? That’s how success is measured—volume, speed, expansion. And maybe a ping-pong table or two in the office for good measure.

But something about that never sat right with me.

Because before this was a company, it was a feeling. A moment of stillness. A sense that maybe we’re being pulled too far, too fast, and losing something along the way. I didn’t want to create just another brand trying to keep up with trends. I wanted to create something that invites people to slow down. To feel.

I didn’t want to build a company based on noise. I wanted to build something with clarity. And to get there meant going against the grain. It meant saying no to doing more, and instead, choosing to do something better.

So I made a different choice.

We built this company around one shirt.

Not because of limitation. But because of conviction.

There’s no need for more things to define us. What’s needed are fewer things with deeper meaning. One clear choice, made with intention, can speak louder than a dozen made for attention. In a world where it’s easy to pile on, this was about stripping things down. Offering one simple piece—not just of clothing, but of clarity.

This shirt isn’t just a product—it’s a reminder. A symbol. A moment of pause in a world that rarely lets us breathe. It represents a decision: to step away from the noise and come back to yourself. To feel a sense of home—not in what you wear, but in who you are beneath it.

You might not know what that means right away. And that’s okay. This isn’t about preaching or pushing. It’s about offering something honest. Something to feel. Something to return to when everything else feels like too much.

There were chances to take the funding. There were opportunities to launch five more products by now. Opportunities to grow fast, to look bigger than we were, to check all the boxes. But those paths weren’t taken. Because this started with a belief in one thing done right. One thing that matters. One thing that sets the tone for everything else that will follow.

This company isn’t about selling clothes. It’s about saying something—without shouting. It’s about choosing clarity over chaos. Presence over performance.

Maybe, in a world full of options, that’s the only thing we really need: one honest reminder of what is.

Mena Estefan