In 2006, two guys were wondering why they were spending their lives stuck in tiny cubicles. They were sick and tired of following “the rules.” They weren’t sure who made the rules in the first place.
So they made a change. They quit their corporate jobs. They created their own brand. Nathan Koach and Jason Reed, the company’s co-founders, were inspired by the creativity of their unique group of friends in Venice, California. Among others these friends included the creators and stars of It’s Always Sunny in Philadelphia, and the group found a shared sense of humor and appreciation of the absurd, which reflects in the designs.
Sub_Urban Riot believes in the good life – reinvented. The good life 2.0 is about fresh juice, daily philosophy, dogs and cats living together, coffee breaks, farmer’s markets, yoga, croquet battles, art shows, kale, camping, craft brews, and t-shirts.