I've been a businessman my whole life. Thirty years of it. Startups, brands, deals, the kind of career where you're always building something for somebody.
For twenty-five years, alcohol was at the table for all of it. Every celebration. Every hard day. Every client dinner. Every quiet night by myself when nobody was watching.
I was functional. That's the part people don't understand from the outside. I wasn't falling apart. I was closing deals, running a business, showing up. I was good at hiding it, mostly from myself.
But every night ended the same way. A drink. Then another. Until I couldn't picture a version of my life without it in it.
A few months ago I checked into a treatment center in Florida. One of the best in the world, if you're keeping score, not that it matters much once you're actually there. Thirty days. I won't pretend it was some cinematic turning point. It was hard, and slow, and humbling in ways I wasn't prepared for at sixty-five years old.
I'm not on the other side of anything. I'm still in it. I'm still heavier than I want to be. Some days are easier than others, and I've stopped pretending there's a finish line waiting for me somewhere up ahead.
But I'm a builder. That's the one thing I've always known how to do. And somewhere in that facility, I realized the thing I actually needed wasn't just to stop drinking. I needed something to build again. Not to run from the work, but to make it mean something past just me.
That's why this exists.
There are millions of people living without alcohol right now, for a hundred different reasons. Some of you have been at this for years and you're proud of it, loud about it even. Some of you whisper it, quietly confident, not looking for applause. Some of you haven't told a single person yet, you're just aware, and it's sitting there, heavy, most days. Some of you aren't even sure you have a problem, you're just curious what life looks like with less of it.
Wherever you are on that list, nobody's built something worth your time. Not something you'd actually wear. Not something that respects what the choice cost you.
I didn't build this to save anybody. I'm not qualified for that, and honestly, I don't think that's what any of us actually need from a brand.
I built this because I needed it, and it didn't exist.
Your story is yours. This is just the thing we build around it.
There's something else coming. Not ready to talk about it yet.
Keith Polaski, Founder