01/03/2026
Hello World! My name is Josh.
I enjoy occasionally taking on physical challenges that often make others say “why would you do that??!”
Over the years, this has come to include a yearly Goggins challenge (You run 4 miles every 4 hours for 48 hours nonstop.) with my friends.
I’ve run a half marathon with my wife.
I’ve sat on a rower for 11+ hours when a buddy and I attempted (and succeeded!) to do 100k meters in one sitting. He managed to do it on a Ski Erg.
I enjoy weightlifting and pushing myself in the gym, you get the idea. Over the last couple years I’ve had an idea for a brand centered around this “I Had to Know” idea and now it’s finally here.
If any of this resonated with you or if anyone you know does crazy s**t that makes you say “why would you do that?”, you’re in the right place.
Here’s to 2026 and finding out what you’re capable of!
This brand is for you.
"Why would you do that?" Gear for those who need to know if they could. Purpose-driven, minimalist apparel for those who choose the hard path, just to see if it can be done.
