In 2011, my life was changing quickly.
Around that time, I met the woman who would become my wife. Soon after, we welcomed our first child, our son Keanu.
What I didn’t realize then was that this chapter of my life—one filled with uncertainty and financial hardship—would eventually lead to the creation of one of the most recognized Indigenous brands of our generation.
But at that moment, none of that success existed yet.
All I knew was that I was trying to figure out how to buy diapers.
The Hustle Behind the Dream
Money was tight.
Really tight.
I remember wondering how we were going to pay for things like Pampers and baby formula.
So I started doing what I could.
I began selling T-shirts out of the back of my backpack.
I would walk across campus, showing designs to friends, classmates, and anyone willing to listen. I told them about the idea I had—an idea that one day this brand might help people the way Johan and his family helped me growing up.
That was the inspiration.
I didn’t have business training.
I didn’t have investors.
All I had was a story… and the drive to make something meaningful from it.
Learning Business One Competition at a Time
Because I didn’t have formal training, I started learning the only way I knew how.
By showing up.
I began entering business plan competitions.
I would sit in rooms just like the one you might be in today, scribbling notes, learning how to write a business plan, learning how to pitch an idea.
Then I would get up on stage and present to judges.
At first, I didn’t know what I was doing.
But I knew one thing:
I could tell my story.
So that’s what I did.
Again and again and again.
And eventually something started to happen.
We began winning small amounts of prize money.
Betting Everything on the Vision
Instead of spending that money, we reinvested it back into the business.
Every dollar went toward building something bigger.
Eventually, we were able to open our first official location.
It wasn’t glamorous.
In fact, it was only about 100 square feet—smaller than many stages I speak on today.
But to me, it represented possibility.
People began walking in from the street to buy our products.
We started attending trade shows and conferences.
Then we got our first big break selling in mainstream retail through a small kiosk.
And just like that, things started moving faster.
The Word That Guided Everything
Throughout that journey, there was a poster on my wall that I had carried with me since my first day of university.
On it was one powerful word:
Courage.
Underneath it was a quote that stayed with me through every uncertain moment:
“He who is not courageous enough to take risks will accomplish nothing in life.”
At the time, I didn’t realize how much that message was shaping my path.
But looking back now, I see it clearly.
Every step forward required courage.
Growing Faster Than I Expected
As the brand began growing, my responsibilities grew with it.
Suddenly I wasn’t just selling T-shirts anymore.
I was hiring people.
Managing staff.
Learning how to delegate.
Trying to run a company at 27 years old.
At the time, Indigenous entrepreneurship wasn’t nearly as visible as it is today. Today we see incredible Indigenous businesses across the country—and that’s a beautiful thing.
But back then, there weren’t many examples to follow.
We were figuring things out as we went.
Sometimes it felt like running on a hamster wheel—moving fast, learning fast, and trying not to fall behind.
Hitting the Wall
Eventually, like many entrepreneurs, I hit a wall.
Growth is exciting, but it’s also exhausting.
When you’re responsible for employees, for customers, for your family—it can feel overwhelming.
But during that time, I realized something important.
Purpose comes from helping others.
The Impact That Made It Worth It
From the very beginning, the vision behind the brand wasn’t just about selling clothing.
It was about giving back.
Over the years, we’ve been able to support hundreds of athletes and students.
We’ve helped provide bursaries for high school graduates and post-secondary students chasing their dreams.
We’ve helped empower young people who are striving for something bigger.
That impact became the fuel that kept us going.
Doors I Never Imagined
Because of that mission, doors began opening that I never imagined possible.
I found myself invited into rooms with world leaders.
Meeting people like King Charles.
Connecting with entrepreneurs from shows like Shark Tank.
Having conversations with prime ministers and decision-makers.
But every one of those moments traces back to the same place.
A young father with an idea… selling T-shirts out of a backpack.
Final Thought
When people look at success stories, they often only see the outcome.
They see the brand.
The achievements.
The recognition.
But behind every success story is a season of uncertainty.
A season of risk.
A season where someone had to choose courage before they knew if it would work.
For me, that season started with a simple belief:
That helping others could create something bigger than myself.
And sometimes, that’s all it takes to start building something extraordinary.
hiy hiy
