Our Mission: We sell stuff that inspires & empowers
As a lifestyle retail brand catering to the niche market of those in recovery namely from alcoholism & addiction (and its peripheral). Selling our signature chic & spiritually-stylish shirts; clever sobriety gifts & novelties reflecting the principles highlighted in programs of successful recovery. Positive, inspirational and “feel good” merchandise messaging also to appeal to like-minded mainstream consumers and recovery enthusiasts.
It’s Not Just Merchandise; It’s a Movement.
To raise awareness that the hushed archaic stigma that to be “in recovery” is passé… rather, to be “in recovery” is a positive, proud phenomenon about hope & happiness; second chances & silver linings… and yep, sometimes, even slip-ups!
There’s No ‘I’ in ‘WE’COVERY
To hire qualified individuals in recovery.
Paying it Forward
To donate a portion of revenue to recovery-related NOT-for-profit organizations as well as NON-drug/alcohol-based NFPs including (but not limited to) breast cancer research & recovery.
Up (Capitol) Hill Battle
To garner enough exposure, support, patronage, prestige & clout to someday politically & impactfully compound that alcoholism/addiction IS a disease and should be treated as such in the Department of Corrections, Department of Criminal Justice and the regulated and job markets at large.