Sure…..everyone has “a story” and I’m no different. Perhaps it’s age. Perhaps it’s life’s experiences. Who knows? The fact is it happened and who was I to turn and walk away. The concept of LiFE is NOW… came about while talking to a friend about careers, occupations, life paths, families and the fulfilling enjoyment and debilitating stress they can bring. He simply asked me “Why worry about something you can’t control or that has not happened yet; what’s wrong with right now?” I answered (to my surprise at the simple yet pointed question), “Nothing is wrong with right now.” And so I came to realize that LiFE was most certainly NOW…
Many years of unsatisfied toiling perched behind a computer in a cubicle and working for someone else’s dream took its toll and the simple inquiry from a friend struck a poignant chord. Not to mention the long line of friends and family relentlessly chirping in my ear over the years about “Why are you doing what you’re doing, and not something creative and independent?” ”What was I waiting for?”, I’d ask myself. Someone to knock on my door and invite me to be a partner in a fortune 500 firm; or was I waiting for my “second life”, and do it all then? I realized the time was now and if it was going to happen I had to make it happen. The concept’s seed was planted and it was my duty to ensure its germination and growth.
While worrying about things that had already occurred or things that might occur in the future (yes, I was doing both) I was missing what was right in front of me at that very moment; a sunset or sunrise, a wife or daughter, a smell, a sound, a smile on a stranger, a beautiful woman….they’re all out there for you to enjoy if you embrace the culture of LiFE is NOW… .
The more I thought about LiFE is NOW brought me to the next obvious question. ”OK I said it and I get it; what now?” LiFE is NOW was not enough. It was incomplete. It was akin to complaining about a job but doing nothing about it. There had to be an action, a call to arms of sorts or a thought provoking question as to the possibilities of what to do with LiFE when I knew it was NOW. What would other people do with it? Perhaps I should suggest an action for them?, I thought. For these and other reasons the “…” was introduced and it became instrumental in completing the concept. It is up to you to fill in the blank after “…” with your own call to action and it might be different from day to day for you. For now we decided to start with the all encompassing “Join in” call to action as we felt it embodied the emotive action we hoped it would elicit for everyone.
So, LiFE is NOW… was created. And…what better and more fun way to get the word out than display the concept on cool, comfortable clothing and gear that everyone can buy, see, wear and share!