Thirteen months ago, we packed our very first box, slapped on a shipping label, and sent Aren’t We Lucky out into the world.
It started as an idea — a reminder to find something good in every day — and turned into a growing community of people wearing that message wherever life takes them. From early morning surfs to wedding days, from road trips to backyard hangs, our hats and hoodies have found their way into your stories.
Here’s what the past year has taught us:
- Starting (and growing) a business is hard. Suddenly you are learning about different hat shapes, structures and materials, all while figuring out how to register as a business, file quarterly taxes, and build a website. Oh and did I mention you'll need to become a social media manager as well? No one sees the late nights, but just remind yourself why you started in the first place.
- No one really knows what they’re doing. We’re all learning on the fly, even the people who look like they have it all together.
- Putting yourself out there is scary. People will always have opinions, but the ones worth listening to will be cheering you on. You’ll be surprised who reaches out to tell you they’re proud, inspired, or rooting for you.
- Hardly anything goes as planned. Timelines stretch, things get delayed, and you adapt. Thankfully, we're selling hats, hoodies, and vibes, so no one’s life is at risk. It's not that deep.
- Every order still feels exciting. Whether our very first or our hundredth, we still do a little happy dance.
- People buy into people. The orders are exciting, but the messages, photos, and DMs from you all are what keep us going.
- The little things are the big things. Someone once told me how you do nothing is how you do everything.. From hoodie softness to a handwritten note, the details matter most.
- You can’t do it all alone. Family and friends have carried us through especially when my brother and I are on opposite sides of the world. From our parents packing every order (still with a hand written note, of course) to friends stepping up to direct photoshoots, it wouldn't be possible without them.
- Rest is productive. Some of our best ideas have come on a “lucky break.”
- Consistency beats perfection. Showing up matters more than flawless execution (this is lesson I’m still learning oops).
- Celebrate the small wins. They’re the stepping stones to the big ones.
- The need for connection is universal. The messages we receive prove it — so many people are craving deeper, more meaningful moments, and we’re grateful this brand can be a small part of that.
- Gratitude changes everything. Aren’t we lucky, after all?
What’s next?
To celebrate our birthday (albeit a bit late), we are dropping our most limited drop yet - a love letter to where it all started - the Lucky Break Collection - launches Monday, August 25 at 10 AM EST. Two hoodies. Two 100% cotton Heritage 30A hats. Made for summer stories that last all year.
Subscribers get early access on August 24 - because you’ve been part of our story from day one.
We're so lucky you're here.
xoxo Halle
