Soichiro Honda once said that, “success represents the 1% of your work which results from the 99% that is called failure.” It seems like a crazy way of looking at success, but from our fair share of failure turned success, we acknowledge Mr. Honda’s mentality. He wasn’t crazy, he was right.

Just like Mr. Honda, we experienced those failures first hand, but from those mistakes we gained knowledge that even literature couldn’t account for. It was through those experiences we learned more about ourselves, our brand, and what worked best for us. We started to see details that we overlooked and concepts that needed more fine tuning. We started to design with more heart and soul and the artwork began to reflect our personalities and our brand way better. We found our voice and the passion that we wanted to pursue.

Our upcoming release for Autumn/Winter 2012 is a testament to the knowledge we’ve gained on this journey of ours. The 3 tee collection is a personal one that dates back to the roots of our brand and also acts a leader for future designs and styles. We feel this upcoming release best represents our thirst for design and our love for influential art. From here on out we’re bringing out our best and building upon our design foundation. We can feel the momentum rising within us and our motivational drive is better than ever.

Our upcoming release for Autumn+Winter 2012 is a step above everything we’ve done in the past. Keep it tuned into to Fitted Life for our lookbook dropping soon.

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