Our Story

I grew up in Ramona, CA, a small town in the mountains east of San Diego. It’s the kind of place where hard work is all you know. Early mornings, long commutes, and calloused hands are as much a part of life as the pride people take in building something that lasts.

When I left for college at USD and started working in the city, life felt different—too polished and far removed from the hands-on, hard-working town I grew up in. It didn’t take long to realize how much I value where I’m from and the people who shaped me.

In my family, hard work isn’t just a principle—it’s a legacy. My grandfathers and uncle were linemen, keeping the lights on through storms and long nights. My dad and another uncle spent years in construction, eventually building a company of their own. My wife’s father and brother wear the badge, dedicating their lives to serve and protect others. Some of my closest friends chose to serve in the military, embodying the same values of service and sacrifice. These are the people who inspire me—the ones who show up every single day, quietly keeping the world running without expecting recognition.

This brand is for them. It’s for anyone who takes pride in their work, no matter the title or uniform. It’s a celebration of where we come from, the grit it takes to keep going, and the values that drive us forward.

If you also share those values, this brand is for you too.