But was it worth it?
That's always the question.
Sometimes we do a little retail therapy. Who doesn't? Sometimes you need that. It makes you feel good.
But then the buyer's remorse can set in. Maybe the quality wasn't what was advertised. Maybe the product just wasn't what you expected. And eventually, it begs the question:
Was it worth it?
I'm tying that same question into my own business.
If I wouldn't spend these prices for some of the products I'm creating, then I need to make sure the product matches the price.
We all understand that the dollar in America doesn't go as far as it used to. Everybody's reach is a little more limited right now. I understand that.
And because I understand it, I want to make sure I'm designing things people will be proud to wear. Proud to support. Things that feel worth what they paid for them.
Sometimes that's a challenge.
A lot of days, things don't move as quickly as I would like them to move.
But that's life.
The point is to keep going.
And I'm still working.
I have every intention of being successful. I've already done that in one aspect of my life. I served my career in the Air Force, and I'm proud of that.
But now?
Life is really beginning.
And I want to start this part of it with quality.
Quality of life is a big thing in the military—especially in the Air Force. But quality goes beyond that.
A quality product.
A quality T-shirt.
A quality hat.
We all know what quality feels like.
I'm not building a brand just so somebody can say, "Hey, I got this."
No.
I want it to become something people are proud to have.
I want it in people's photos.
I want it to become part of people's lives and their memories.
So on the days when I'm tired, when I feel like I haven't launched enough products or designed enough things, I have to remember what I'm doing it for.
The point is for everything to be worth it.
Remember that.
And be kind to yourself when things don't go your way or when they aren't moving as fast as you want them to.
Because maybe you're putting in all this work…
just to make it worth it.
Peace and love,
ILT