People ask me all the time “what does IAF stand for” and the guess is almost always “_____ as f*ck”. But it’s not. IAF stands for If At First. I never have, and likely never will brand it as that, but it’s the core of what this brand is about. It’s a second opportunity company that embraces the idea that if at first you don’t succeed; try again.
Two years ago, the path I was on both personally and professionally took a drastic turn and I was left in a position of rediscovery. I didn’t know who I was or what I was about anymore and I had no choice but to grind through everything that comes with that kind of transition. The unknowing, the depression, the anxiety – I went through it all and IAF became my outlet for it. I didn’t relate to “Live, Laugh, Love” because I didn’t see that anymore and finding brands that I could relate to was difficult. Once I had a concept for the brand, a vision for how I wanted it to look and feel, and most importantly – a name, it was all downhill from there.
IAF attempts to bring forward and express the thoughts, feelings, and experiences that go along with these moments in life as I (and many others) experience them. We try to pull in the look and feel of 90’s skate punk, 00’s hardcore, and some of the streetwear styles you see today. An alternative to band t-shirts and the usual messages of positivity; IAF aims to be a brand that reminds everyone – and ourselves – that’s it not always easy, we do struggle, and at the end of the day – that’s just as ok as living, laughing, and loving.
Be excellent to each other.