A phrase people said before hard things — now stitched into fleece.

Before a fight, a shift, a move across the country — someone tells you that you've got the heart of a lion. It's the thing people say when the situation is bigger than the person and they need to hear otherwise.

We printed it on ten tees for friends. Those ten became a hundred. The label exists because that sentence kept working, and because most gym-to-street clothing is either cheap and loud or expensive and boring.

So we cut our own: panelled sets in heavy fleece and jersey, made in runs small enough that we can still check every seam ourselves.