Our Story
Based in Phoenix, we are proud to offer quality lifestyle apparel featuring fresh, playful designs and vibrant colors. We source only the best products we can find, and we test everything ourselves. We know you work hard for your money, and that's why we won't sell anything we wouldn't purchase with our own.
Our story began on the Canadian prairies, where our founder, Aaron Scherle, grew up surrounded by architects, designers, artists, and all kinds of interesting characters, and this is where he developed his aesthetic sensibilities.
In his younger days, Aaron was a pretty good competitive road cyclist and a pretty bad student who, upon graduating from university with degrees in political science and human justice, served as the advocate for a community-based anti-poverty center for several years, where he successfully fought for people who’d fallen through society’s cracks and had nowhere else to turn. Aaron started down this path with the intent of becoming a lawyer, but the experience changed his perspective and so, grateful for the privileges he’d had growing up, he decided to pay it forward and joined the Canadian Armed Forces, where he served for just over a decade as an infantry officer and a public affairs officer.
For four years, Aaron had the honor to serve with the Canadian Special Operations Regiment (CSOR), which was a brand-new unit at the time. CSOR’s motto is "audeamus," which means “let us dare.” During his time with CSOR, Aaron travelled all over the world, served on all kinds of domestic and foreign operations, and developed exceptional planning, project management, leadership, crisis communications and advisory skills which he parlayed into a post-military career as a strategic communications consultant.
After some 15 years of working in corporate communications, Aaron finally had enough of backstabbing corporate culture and dared to return to his roots to try something new, different and exciting. And here we are!
So, whatever it is you want to do, we dare you! Dare to defy. Dare to deviate. Dare to speak. Dare to protest. Dare to choose. Dare to ask. Dare to love. Dare to dance in inappropriate places. The world is a scary place right now, but we can make things better if we dare!
Let Us Dare!
April 15, 2026