"Everything we do, we believe in changing our industry through a way of thinking. We believe in creating differently. The way we challenge our industry is by messaging the importance of creating merit in others while helping others, we just happen to make great clothing." horning says, "the people get put first, we just happen to create beautiful products that can be a vessel for building merit in people by encouraging better actions". so there you have it. the company and owner didn't just create a brand, they are creating change.