In traditional grammar...

a sentence is made up of two main parts, the subject and predicate. This is true with many forms of everyday living: car and driver, food and chef, ball and hoop, job and worker. Without one, the other is incomplete. We started in April 2006 with an idea and a t-shirt. At the time, the scene was blowing up and resources were attainable, allowing an up-and-comer like us to enter the market. We weren't the first and certainly not the last. So what could we do to separate ourselves from everyone else?

For one, it's no secret what we call "streetwear" is nothing new even though its recent resurgence will have you believe otherwise. We were wearing slip-ons when Bones Brigade was still searching for Animal Chin. It was an era where you could recognize the kings of the industry by their scribbled signature wordmarks (one would eventually target the red bull's eye). But what made them so appealing in the first place? Loud. Brash. Organic. These words described the style of back then that would eventually pave streetwear's way to commercialism some 20 years later.

Unfortunately, these days things are twisted. What you get is a lot of loud, a lot of brash...most of it with no purpose. Sorta like that not-so-popular girl in high school who tried to run with the popular crowd - the attention craver, being loud just to be loud. Style with no substance (or vice versa). Subject with no predicate.

The subject:

"The 415, the main attraction...Frisco, a place for action."

SF is home to architecture, graphic design, food, iPods, boomboxes, ghettos, gated communities, gang fights, cat fights, Spanglish, Engrish, and all other butchered forms of the American language. Just step outside the door and you're bound to soak up game like none other. The "lifestyle" others try to portray to the viewing public through their blogs and websites is how we live everyday.

The predicate:

T-shirts don't get played out - the designs printed on them do. A t-shirt is just a rectangle with sleeves, basically a standard canvas within an irregular shape. We learned to use that to our ability, to make something timeless that you would want to cherish forever. They are meant to be framed as much as they are worn - archival inks, soft hand, fabric fastness, unusual orientation, iconic graphics. We are trying to do what Dunks and Jordans did for the shoe game. Buy one to wear, keep one deadstock. We're taking it to another level.