For me, it is all about unity, brining people together and having a positive impact. When creating something or when you do something, you ALWAYS have to do things with the right intentions. If you do things with the right intentions you can never go wrong.
It is a special feeling seeing people come together because of the brand. Hearing stories of customers saying how the brand has impacted their lives for the better, is absolutely amazing. I get messages all the time saying "I suffer from depression, and when I wear your clothing, those are my best days" or "I was having a bad day and when I put my Positive Inception sweater on, everything got better".
One of My favourite stories to date would be when I first opened up the store there was a girl that came in and she was telling me how her nephew has Cerebral Palsy just like me, and she was saying that he gets bullied at school due to the fact that he is different then the other kids; she turns to me and says, "you're my hope that he is going to turn out okay". For me, that is so special, to have the opportunity to be a role model.