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What kind of company are you?

This one’s going to be a difficult one. It will become obvious soon enough, but first I want to talk about the cultural impact of apparel. Someone asked me the other day if MTFU was a workout brand. I thought to myself, that’s an interesting question I wonder why he would be asking that. I didn’t answer right away because the more I thought about it the more I realized how important brand identification is to the consumer. I’m going to be the first to admit that I have a tendency to overthink things, and that attribute is one of those character traits that has its advantages and disadvantages. One of the advantages is that I can look past what’s on the surface and instead of taking something at face value I can get to the core to see if there are any hidden meanings (which is what I did with this question).

I like working out. Not only because of the health benefits, but because it’s that activity that helps me decompress and gives me time to think and reflect, a sort of therapy maybe. And yes, I wear MTFU apparel when I work out and from the photos on Instagram it looks like a lot of other people do to.

Who wouldn’t want to work out in apparel that makes you look this good? Studies show it makes you stronger too.

Ok, here’s where the over analyzing comes in…why would it be important to ask if MTFU was a workout brand? I started by taking a closer look at who was asking the question – he definitely had a street vibe with respect to his fashion and language and you could tell he wasn’t a gym junkie or a bodybuilder. You could tell he was into skateboarding and biking instead of bodybuilding and CrossFit. But why ask the question? And then it hit me…because in his circle working out isn’t cool. Take a look at any streetwear website or social media page and then compare it with any work out brand or fitness page, not a lot of crossover. Does that make a t-shirt from 10 Deep any more or less functional than a t-shirt from Gym Shark when it comes to bench pressing your body weight? No, a t-shirt is a t-shirt right? Does having a Bape hoodie keep you warmer surfing down the street than a Live Fit hoodie? No. So it’s not the garment per se, it’s the graphic and the message and what the brand means.

Hoodies, sweats and shoes. Cool? Yes. Going to the gym? No.

And that was my answer. We’re not a workout brand. We’re not a streetwear brand. We’re not a surfing brand. We’re not a skate brand. We are a brand with a message and we are lucky enough to have a message that crosses over and is cool in each of these circles (accidentally, I might add). MTFU speaks to everyone differently and that’s the way we want to keep it. We love hearing stories from our customers when they tell us how they feel when they’re wearing our cloth