That is all cool and dandy! But really why do you want to start a brand? Is it to be cool or to be a hypebeast and take pictures of you and your friends in hopes you get rich in the process? Maybe you want to do it because everyone else is doing it? Seems like those were the reasons a lot of people were starting brands when we started. Now we know a lot about fashion for some kids who grew up in a city where there is no culture. When we started the brand it wasn’t to make money it wasn’t even to look cool. It was to voice an opinion of a way we felt and make stuff that WE would wear. Many of you may know the story behind the brand and what it stands for. That is is still the thriving idea for the brand. Fuck the politics and the industry. As we look around we see a lot of brands that are now gone. A lot of brands selling their shirts for $9.99. A lot of brands holding on for dear life. As we head to 2012 it brings me to this point NEVER do something because you want to make money or want to look cool. Do it because it’s something you truly believe in from the bottom of your heart. Stick up kids lets show them why this is the rise of the lost in 2012…. GUNS