About the brand:

What's the story behind the brand?

the Hood Life Co. is a product line of Donuts on Sunday Productions (DOS) LLC. DOS was conceptualized by a groups of friends (a therapist, some educators, a spiritual coach, and some plebeian dreamerz) trying to share their wisdom and life experience with the world to make it a better place.

So we created a store and will fill it with blogs that include instructions on how to embody humanity, trustworthiness, and social decency. Creating the Hood Life Co was their manifestation to push positive labels into the world by reclaiming labels with love and providing instructions or guidelines on how to embody those labels. 

Our slogan is "for those Who Know (and those Who want to Know)".  This brand emphasizes a Know, Be, Do kind of lifestyle.  The person you gift the hood[ie] to should know what the role entails, do what it takes to live that role, and be the role everyone can look up to as a living example of our hood[ie]s (roles). 

Like the various hoods we wear [motherhood, fatherhood, parenthood, childhood, sisterhood, brotherhood, neighborhood etc], these hood[ie]s all illustrate a sense of significance and belonging we each provide, crave, or embody. We chose the hood[ie] to symbolically express that the roles we play in other people's lives are not given; the titles we take on are chosen, maintained, and the label is earned.

Why do we write hood[ie] that way?

If you have not caught on by now, the [ie] in 'the Hood[ie] Life Co' emphasizes that we live by example according to the hood[ie]s we decide to wear and maintain. 

Why do we use brackets for our design?

Simple:

1. Brackets in coding mean instructions to follow.
2. They also can mean the text not stated or shown
3. They emphasize figures by setting them out of context
4. They show a category assigned/earned or place things in a categorical group
5. To denote the range of a target
6. It makes the categories or roles look like elements of the periodic chart- basic building blocks of science and all things [that] matter in the world;  Which in a way, these roles are basic foundations and elements of our relationships to one another. 

So what's the k[no]w cap?

for those Who want to Know, the k[no]w cap is our product line for those that don't want to wear a hood[ie] for whatever the reason [maybe it's hot, maybe it's a texture thing, maybe you don't like layers, or maybe you let someone else wear your hood[ie] because they were cold, etc], well we have a hat for you. 

The k[no]w cap emphasizes "no cap"- meaning not exaggerated, not a lie, or not deceptive.  This is an honest k[no]w cap which features the same label as a hood[ie], just on a cap (hat).