“It’s not what I envisioned, but it envisioned itself.”

That phrase came from a moment of failure. Then it became a mindset.

Then it became a book.

And now — it’s a movement.

Welcome to Day Zero.

This is where Recruiters, Builders, and the Unreasonably Driven come to gear up.

Where strategy meets chaos. Where the mission gets personal.

We’re building more than merch — we’re building tools, tactics, and tribe.

The full store is launching soon.

Get on the list to be first in — and to prove you were here before the rest of the world caught on.