“Just Keep Climbing” is a call, an invitation to embrace life with all its challenges, for it is those moments that suddenly reveal to us the potential that lies dormant within each one of us, waiting…

Two brothers set out on a hike on a bright summer afternoon, dressed in their favorite climbing apparel. An hour in, they suddenly realize they have taken a wrong turn onto a much more difficult trail. They consider turning back but are assured by another hiker that the trek is not dangerous – so they continue on. As they ascend the trail, fog moves in and the terrain becomes very challenging. While their hands grip the slippery man-made ladders drilled into the side of the rock, the younger brother looks down into the thick fog and realizes they are climbing up a nearly vertical formation. Scared by the thought of falling, he begins to panic. The older brother sees the fear in his sibling’s eyes and says to him calmly, 'Just keep climbing.'  

As on a hiking trail, so in life, Just Keep Climbing is a mantra to dislodge fear when the going gets tough. It is not merely a call to persevere but to find courage amidst what feels like an insurmountable obstacle. When in 2018 the older brother unexpectedly passes away at a young age, it is then that his summon to 'just keep climbing' becomes for the younger brother a call to find his bearing and courageously embrace life without his sibling and best friend. Just like that day on the trail, when having completed a treacherous climb together, the two brothers found at the summit not just relief but exhilaration. Just Keep Climbing is an invitation to embrace life with all its challenges, much like motivational clothing inspires adventurers to tackle the great outdoors. For it is those moments that suddenly reveal to us the potential that lies dormant within each one of us, waiting to be discovered...