The movement
It's a Movement Now (Beard Optional)
30 July 2026 · 4 min read
Founding numbers, replica pelts, stag packs, Dog & Bone nights, and 10% to CALM. Oil was the start. The gang is the point.
We started with emu oil and rude labels. Fair. Necessary. Insufficient.
A brand sells bottles. A movement gives people a reason to show up — numbered Founding Bastards, a Pelt Passport, replica beards for the clean-shaven, stag packs that include a Civil bottle for the in-laws, and sample nights in pubs that still smell like last Saturday.
We're aiming 10% of profits at CALM because the joke stops where the hard stuff starts. Funny on the tin. Serious about the cut.
Barbers get a slice. Uni clubs get bulk pelts. Mum gets an explanation card so you don't have to do the voice. Travel minis when the oil drops. Shave Free Club when subs go live.
If you're reading this, claim your number. Bring a bastard. Strap on a replica if you need one. The Arsenal is coming. The gang is already forming.