About Us

        What is F.A.T. ?

Fat is stored energy,put simply, potential. There is Fat in our bodies and minds, as well as raw potential all around us. As we burn the Fat in our bodies through action, we get slim. As we burn the fat in our minds through awareness, we actualize that potential and fulfill ourselves.

To be a FATSO is to be F.ully A.ware T.oday, S.eizing O.pportunity. To be fully aware of your potential and who you are is the first step to seize the opportunity inside and around you! This W symbol we brandish represents that "win".

Further Lore and Our Humble Origins

Years ago, the original meaning for F.A.T. was F.uck A.ll T.hat. A tag imbued with the energy of rebellion against a cruel world. Now, that symbol of rebellion is just the “Tail” of the coin of phrase that the brand is expressing, the “Head” of which being the aforementioned “Awareness” and the acceptance that comes with it. The third and final aspect that seals the “Coin” is the edge, and center of the positive and negative faces of F.A.T. ,the “I AM”. With the full mantra of the brand being.

“F.uck A.ll T.hat ,

 I Am

F.ully A.ware T.oday”

But why the cursing you may ask? Negativity and positivity are present at all times in the world, so in this system of thought we channel the negativity that is present within us, to shift the vibe into positive outcomes. In other words, using triggering words, like a circuit breaker, as a pattern interruption tool for harmful habit/thought loops.

So when we say F.uck A.ll T.hat , we reject the negativity in ourselves and in the world around us, with force, to trigger a positive awareness in the opposite direction to pay attention to the change we are embodying in ourselves in the present moment. This presence of direction forward, up, and out of a negative state creates a ripple into the world around us that changes our lives, and the world, for the better.              

Putting It All Together…

Another F.A.T. Acronym is “F.ully A.nd T.horoughly S.atisfied” . In ancient times, usually the only people that were fat ,were kings and queens who had enough wealth to eat in excess!  Awareness comes from the “Holes” in our bodies, like our ears and eyes, and in a way, our minds are constantly “Eating” the world… To empty our hearts and minds of anxious projections of the future and ruminations of the past and to be “F.ull” of the moment , is the goal. Your mind is like a stomach, constantly processings your experiences, and you are what you eat!

                     So Be F.A.T. My Friend! Larger Than Life!