We honor the ones who choose to return when nothing went their way. This is a space for athletes and outsiders alike for anyone who has been told no, cut short, or left behind, but still finds themselves lacing up the shoes, taping the wrists, or walking back into the gym. That decision, to begin again, is the core of who we are.

We believe failure isn’t weakness; it’s the raw proof of commitment. What the world hides, we put front and center. Missed lifts, bad runs, bruised faces, cracked voices, these aren’t shameful. They’re the story itself.

Our mission is to build more than apparel. We are creating a culture where the pursuit matters more than the prize, where persistence is the marker of identity, and where the only thing that counts is showing up again.

'Resilience is Ritual' grounds this mission. It is the essence of 1%. Resilience is not a sudden burst of strength, it is the repetition of return, the devotion to begin again where others walk away. Every setback, every silence, every unfinished attempt becomes part of the ritual. To persist is not chance, but choice. A daily practice that shapes character beyond victory. In ritual, resilience is born; in resilience, the self is defined.