Our Mission
Our mission
Help the world become a more positive place.
All without saying a word. Pull one on in the morning and it does the talking for the rest of the day.
Where it started
It started with a stack of books.
The kind you pick up when something in your life needs to shift. You are reading along and a sentence lands, and you read it again, and something moves.
That kept happening to us. And the strange part is how private it is. You close the book, you put it back on the shelf, and the line that changed your whole week goes back on the shelf with it.
So we had one thought, and it is the only idea this company has ever had. What if the sentence came off the page. What if you could wear it, and the person behind you in a queue got it for nothing, without buying the book, without going looking, on a day they happened to need it.
Nothing about that has changed since.
You cannot fix the reflection by changing the mirror.
When we do not like what we see, we try to change the thing in front of us. The job, the body, the house, the feed. We cover the mirror, we tilt it, sometimes we break it. The thing creating the reflection has not moved.
Everything we make starts one step earlier than that.
Self awareness is not a wellness word to us. It is the ordinary, unglamorous business of noticing what you are feeling before it decides what you do next. Self-awareness is where real change begins, and it is why a shirt that says be kind is pointed at you first, not at everybody else.
Our community
This is who wears it.
Not models. These are customers, in their own kitchens and back yards and car parks, wearing the thing they picked.
What we actually make
A tee is a sentence somebody else reads.
You put it on in the morning and then it gets read all day, in supermarket aisles and school pickup lines and waiting rooms, by people you will never speak to. That is the whole mechanism. It is not a billboard you look at, it is a message someone else is wearing.
So we take the sentence seriously. It has to still be true on a bad day, not just a good one.
Where the money goes
The message pays for things.
$37,893Committed to charities and causes since 2019
7,000+Garments donated to people who needed them, worth $238,000 in retail value
Koala habitat, mental health programs, a women’s shelter, and warm clothes handed out on the street at night. Every number came out of somebody’s order.
See everything we have given back
Who we are
A small team in Burleigh Heads.
Everything is printed, packed and posted by hand from one warehouse on the Gold Coast. The people who answer your emails are the people in this photo.
We have been doing it since 2019 and it still comes down to the same job it always did, choosing the right sentence and getting it onto something somebody wants to wear.
Wear your true self
Pick the sentence you want read out loud.
Somebody behind you in a queue is going to read it. That is the point.
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