Our Story

Two people. One phone call. No plan.

JK grew up in Colorado. Sports, skiing, snowboarding. Looked stable on the outside, still figuring things out internally. CK grew up in Mission Viejo, California. Wild, creative, a musician. A free spirit searching for something.

They met through JK's second job. CK attended, they connected, and they never disconnected. Both had just come out of relationships. Seventeen years later, they like each other infinitely more than they ever had before.

CK moved to Vegas first. JK followed about six months later. Vegas was supposed to be temporary.

JK was a lifelong waiter, working high-end restaurants on the Strip. CK worked sales and marketing at an attraction on the Strip. Both underpaid for what they could actually do.

The phone call happened late at night. JK had walked away from the restaurant. The next morning, they sat in their one-bedroom apartment and started building something they could put their hands on.

A desk they built. A computer. CK taught herself Photoshop. Then Illustrator. Then social media. All from scratch. They found a local printer. They started putting out shirts with things on them they actually meant.

It worked because they meant every word they put on every piece.

He worked nights for a decade. She did everything else.

Wake up. Gym. Work STY all day. Night shift. Come home around midnight. CK had dinner ready. Eat. Sleep. Repeat.

The San Diego weekends stopped. The trips stopped. A decade-long prison they built by choice.

He kept the lights on. She kept the brand alive.

They had no idea how to run a business. They just kept figuring it out.

Vegas was supposed to be temporary.

Thirteen years later it had become the place that shaped the brand.

Every place they lived became the business. One-bedroom apartment with the desk they built. Two-bedroom with inventory in the spare room. Three-story house with fulfillment on the ground floor. Ranch house with a photo studio and a three-car garage packed with inventory. Industrial loft where the brand hit its stride.

Around 2017–2018, the brand peaked. The community they had built (most of it from CrossFit and word of mouth) was buying everything they put out.

Married in 2016. Best operational rhythm they had ever had.

Then it shifted.

They left Vegas.

Long Beach, California first. Got the first Land Rover there, a 1997 Discovery 1. Then the LR3.

The Oregon coast trip happened during the California period. Thirty days. Rooftop tent on the LR3. Different campsite every night. No itinerary. The trip changed how they think about everything.

After California, Oregon. Rural mountain area. Hostile environment. They got locked out of their own operations. Couldn't ship orders.

"I don't know what a screwdriver does, to we built an entire tiny house." JK

Two years in Oregon. Built a tiny home from zero construction knowledge. Learned to fight back to back instead of face to face.

The brand went quiet. The website stayed up. The social went silent. They missed the influencer wave entirely.

They didn't quit. They just stopped making noise until they had something worth saying again.

Came back to Vegas.

Reconnected with Coach Britt. He had been training JK in Krav Maga since 2010. They hadn't seen each other in about ten years. When they reconnected, it was like no time had passed. The LVCA partnership came naturally from a friendship that already existed.

Customers started reaching out. Not to ask when new product was dropping, but to check on them as people.

The product is better than it has ever been. The designs are tighter. The materials are real. The standard is higher than it has ever been.

Not the same 25-year-olds who started this. Now in their early 40s with way more knowledge, way more capability, way more distinction of what's real and what's not.

A lot of life doesn't follow a fixed plan.

They'll pick a direction and go. Sometimes they don't.

Three trips changed everything.

Seattle. Went for a softball tournament. JK had a profound moment on a rooftop overlooking the river. First time thinking freely without the system's constraints.

Havasupai. Camped and learned more about themselves than they had understood before. Unlocked the exploratory essence.

Oregon coast, thirty days. The turning point. Rooftop tent, no itinerary, traveled by the essence of soul, not a schedule.

Since then, being in the wild (the desert, a dirt road, some random place you shouldn't be), that became refuge.

Two people. Seventeen years. Two dogs who are part of everything. Piper, the resilient little soldier. Knox, JK's mirror.

The open road is where they think clearly, where they reset, where this all makes sense. That's part of it too.