Micah Pringle and His Half-&-Half CB650 by Colin Flora

Recently had a chance to grab coffee with the Brand Therapist himself, Micah Pringle, and was blown away by his depth and perspective on branding and marketing. We’re grabbing a cocktail soon to discuss further, but in the meantime, here are some shots of Micah and his half ‘79 half ‘80 CB650 by the talented, Nashville-based photographer Colin Flora.

(click images to enlarge)


The Evening Hate

If you know anything about us, you know we love fast motos, heavy music, and strong whiskey.

And so when our Founder, Mark, was asked to play a role in the music video for RED’s new single, The Evening Hate, you know it was a no-brainer.

See if you can spot him…

As Loudwire notes in their coverage of the song/video release: "The evening hate" is a phrase that was coined in 1915 by frontline soldiers during World War I, who sought shelter in trenches during warfare. "While we all experience or witness hate throughout life, whether it be physical, mental or emotional, we all have the ability to crawl out and rise above such a tremendous adversary, hell bent on division and destruction. Without hate, the world would never know what true love really is,” proclaims bassist Randy Armstrong.

“After beginning a war against an evil that wanted to control us all in the last video, ‘The Evening Hate’ picks up right where that left off," Armstrong continues. "The song itself is about relentless hate that never ends, and what better way to depict hate than through war...The video is a fitting representation in that it depicts the chaos of conflict and the hate that fuels it. It’s up to us to crawl out of the hate and press on. The world would never know what true love is if hate didn’t exist." Read more…

Triumph Scrambler 1200 XC

Our boy @bloodbrothersinc geared up and headed out to Death Valley to put his Triumph Scrambler 1200 XC, his riding gear, and our More Throttle More Thrills Trucker Hat to the test in the elements.

And @livemotofoto was there to capture it…


Wind & Throttle


You’re gonna wanna check out our friend Jennifer and her Chicago-based boutique Wind & Throttle. She recently dreamed up some exclusive designs and color ways that you’re going to love.

Like this Nomad muscle tank…

Or this More Throttle More Thrills tee in black and white…

Or the classic Vivos Voco tee in burgundy…


There’s a time when it all comes together—what you long for and what you fear—and as tentative as you may feel, you’re driven to continue. At that point, the need to forge ahead is the only option, and your direction is defined despite yourself.

—Lorii Myers

A new photo set from Joseph Bulger, featuring our Life and Death and Whiskey While You Work tees.



Finally had a chance to head south and hang with some buddies at BriarWorks in Columbia, Tennessee.

BriarWorks is a full production, American made pipe factory originally located in Nashville, founded by pipe makers Todd Johnson and Pete Prevost.

What a rad space…

3 New Designs from Illustrator Logan Schmitt

Get excited.

We certainly are.

Super stoked to release new designs that are perfect for your Spring riding season, from the incredibly talented hands of illustrator Logan Schmitt.

You may remember Logan from his work on the Labor Ipse Voluptas design as part of our Makers Collection.

He's back with a 3-piece collection dedicated to the moto, music, and whiskey lifestyle.

Take a look at these…

Life and Death

Get Slideways

Whiskey While You Work

The Dangerous Tour

The boys in August Burns Red are tearing it up on the road right now, hitting cities around the U.S. hard with The Dangerous Tour.

And we continue to be total fan girls when we see JB and Dustin wearing our tees on stage — including our new Gold Redux styles.

All photos by the man, the myth, the legend: Ray Duker


For more, follow August Burns Red.

Whiskey Review: Old Dominick Huling Station Bourbon

I’ll be up front with you: I love this bourbon.

I’m having a glass as I type.


On a whim, I recently popped into a local wine and spirits shop that I had never been in before (you know, the kind that just says “Wine & Spirits” on the storefront), and decided to let Doug recommend a bottle of something nice. I had never met Doug, but it was apparent early in our conversation that—on top of being a knowledgeable dude when it comes to whiskey—we have very similar taste.

He took to my ask for something bold, complex, unique, but without annoying heat, and introduced me to Huling Station Bourbon from Old Dominick, out of Memphis, Tennessee.

Ladies and gentlemen, this might be the best $40 bourbon I’ve ever had.

In their own words, “Huling Station is an homage to the whiskeys of 1866 Memphis, with a high-rye mash bill reminiscent of those offered by Domenico Canale in his heyday.”

I’m drinking neat…

Appearance: The color is a brilliant copper, with hints of cherry in certain lighting.

Nose: The allure of warm caramel and toasted vanilla ran up my nostrils during the first smell, with the addition of browned butter as I drew in my second long sniff.

Palate: With a sort of masculine elegance, this 100 proof bourbon pulls in beautifully. The underlying caramel and vanilla are enveloped by a balanced spice with a bit of cherry and other dark fruits knocking on the door.

Bottom Line: Buy this bourbon. (And no, they didn’t pay me or even send me a free bottle to write that.) If you can’t find it at your local shop, ask for it. If your local shop doesn’t bring it in, move to Tennessee. It’s that simple, y’all.

Cheers, friends.
- Mark

Have you had this whiskey?

Drop a comment and let me know your thoughts.

Fierce Females

All photos by Joseph Bulger

She was powerful not because she wasn’t scared but because she went on so strongly, despite the fear.
— Atticus
Courage is resistance to fear, mastery of fear, not absence of fear.
— Mark Twain
You may encounter many defeats, but you must not be defeated. In fact, it may be necessary to encounter the defeats, so you can know who you are, what you can rise from, how you can still come out of it.
— Maya Angelou
I have learned over the years that when one’s mind is made up, this diminishes fear; knowing what must be done does away with fear.
— Rosa Parks
She was a wanderess, a drop of free water. She belonged to no man and to no city.
— Roman Payne
The woman who follows the crowd will usually go no further than the crowd. The woman who walks alone is likely to find herself in places no one has ever been before.
— Albert Einstein
You gain strength, courage, and confidence by every experience in which you really stop to look fear in the face.
— Eleanor Roosevelt
Everyone has inside of her a piece of good news. The good news is that you don’t know how great you can be, how much you can love, what you can accomplish, and what your potential is.
— Anne Frank
Nothing in life is to be feared, it is only to be understood. Now is the time to understand more, so that we may fear less.
— Marie Curie
You are never stronger… than when you land on the other side of despair.
— Zadie Smith
Women are never stronger than when they arm themselves with their weaknesses.
— Madame Marie du Deffand
Be the heroine of your life, not the victim.
— Nora Ephron

November Ride

Michael and Nick squeezing every last riding day out of 2018 in a couple of our new tees.

Sick shots by our dude, Joseph Bulger.

(Click image to enlarge)