Origin Story

In 2019, Sean Rayland-Boubar, an ex-gang member and addict turned social entrepreneur, founded the brand.

While getting sober he needed an outlet, and streetwear provided a form of expression and a source of revenue for his growing family.

Based on Rayland-Boubars' experiences, he wanted to reduce the barriers Indigenous men, women, and 2 spirit people face when trying to regain employment after leaving the criminal justice system.

For two years, he studied Social Innovation and Community Development at RRC Polytech and graduated with a diploma in Indigenous Social Entrepreneurship.

After graduation, he set out to combine streetwear fashion and social enterprise to elevate his community through his own story of healing, identity, and resilience.