Indie thoughts

The more money you make, the less likely you are to place ‘being a parent’ at the center of your identity. Part of this probably has to do with the fact that middle and upper-income people are more likely to understand their identity  as  their job, but even that doesn’t fully explain this stat. Instead, I’d argue that bourgeois parents

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We built the brand like a record label that understood coffee.

We built it like streetwear that understood storytelling.

We built it for us, the ones who want more from the everyday.

I’m not interested in empire or wealth, I’m interested in paying my bills and spending every minute of my time on labor that brings me delight. I may never change the world, but my company makes my world—and the world of my customers—that much richer and more beautiful.