The Brand

I once read “Entrepreneurship is about more than just starting a business. It’s about taking something within you and putting it out in the world. It’s an extension of the self.”

I was born and raised in Los Angeles, California and am of Japanese descent. I am proud of my heritage but whenever USA plays Japan, you bet I always root for the Red White & Blue. Here is home. I’m an American. I love burgers, trucks, hot rods, and whiskey. This land of liberty allows me to be myself. To say what I want, dress how I want, pursue whatever in life I want. When I think about how fortunate I am, I think about all the men and women who helped make this country great. I think about the Founding Fathers. I think about entrepreneurs like Rockefeller, Edison, and Ford. I think about all the brave soldiers who fought and died establishing this country and those protecting it. My life is a result of their courage, vision, and dedication.

Family. I come from an ordinary, middle-class background. My mom’s a secretary and my dad’s a mechanic. They’ve never had a lot of money, yet they always gave me more than I needed. I remember my mom taking me to the store and getting me that new hockey stick. I remember my dad buying me an RC car and helping me put it together. They sacrificed so much of themselves to provide for me—to give me as great of a life as they possibly could. And when I got hurt. When I busted my face from a hockey puck, when I broke my leg on a dirt bike, they were there to take care of me. To this day, no matter what befalls me, they are always there. They are the one constant in my life.

So what is Pride & Joy? On the one hand, it’s gratitude. Gratitude for everything I have in life. I’m very proud of who I am and where I come from: my roots, family, and country. And I’ve realized this sense of pride ultimately stems from gratitude. That you can’t have pride without first being grateful. On the other hand, it’s joy. Joy from the freedom I have and the people in my life. I wanted to create a brand for people who share these same values; who understand that it’s not necessarily about the clothing itself, but what it represents.