For what seems like years now at this point, I’ve always dreamed of starting a project/business that was based seamlessly around my main creative interests. Back when I first started really toying with the idea of starting my own business when I was around 16, I saw all the cool clothing brands and indie record labels that were popping up all over MySpace (RIP) and I so badly wanted to get in on that. It looked like so much from from the outside looking in. Obviously.

All these cool brands like Stheart Clothing, Drop Dead Apparel, Arkaik Clothing, etc… They were creating such cool artwork and on top of that, actively sponsoring and working with some of my favorite bands AND were touring with Vans Warped Tour and other tours.

I started my first clothing brand at 16 called MurderTrust Apparel. Being a teen at the time with absolutely no income of money to invest, it never went anywhere. I did create artwork and designs but I was a newbie designer and didnt know much about designing for print, let alone designing for merch.

Much later, when I was 20, I came up with the idea for my previous brand called Aetheraeon Clothing. That project completely changed my life because I ended up teaching myself EVERYTHING. I was a one person shop and I was forced to learn the ins and outs of business and design. The project gained some mild traction but never really took off how I had originally hoped it would in the 7 years I worked on it on and off.

But I wouldn’t call it a failure by any means. I legitimately became a better designer, artist, photographer, entrepreneur, thinker, creator, and in general, a better person because of all the time, money, sleepless nights, early mornings, and overall effort I put into creating the best work I possibly could. The project was so much fun to work on and I am extremely proud of everything I have done as a result.

1.) I got bored. Bored of the monotony of the project. Yeah I had TONS of source material to work with since alchemy dates back throughout history, but after awhile of doing research I began thinking that I wished I didn’t paint myself into a corner by limiting all of my ideas for the brand to revolve around a single concept. I wanted some more freedom to make artwork and other stuff openly and not base it around one single thing.

2.) The second reason kind of goes with the first, but its because I wanted to start documenting things from a personal point of view. The thing that I’ve been doing the longest is photography. Way before I ever picked up a guitar or started learning Photoshop, I picked up a camera at age 10 and fell in love with capturing moments in time. And as I grew older, that love grew into capturing moments on video and audio as well. I realized that you can tell incredible stories about moments in time with a single piece of content. Whether its a photo, video, or audio recording. Story-telling is something that has intrigued me since I was a child watching countless hours of documentaries on National Geographic, Discover Channel, and History Channel.

This is why this project exists right here and right now. For the sole purpose of story-telling through documentation. I love the rush you get when you craft a piece of content from beginning to end to tell a story that others can relate to. What I plan on doing with this site is documenting new places I visit and new things I experience from a personal POV. There are plenty of things I want to do but have been to afraid to do for one reason or another.

Life is too short to not do the things you want to do. I’ve been realizing that more and more as time goes on. I’ve got nothing to lose and everything to gain.