People over profit, every single time. We would rather lose a customer than pretend bigotry, dehumanization, or stripping people of basic rights is just another “viewpoint.” If the choice is between someone’s rights and someone else’s comfort, we will happily lose the sale.

We judge people by their actions, not by their boxes. What matters to us is how someone actually treats other people, animals, science, and the world around them. We do not write people off because of their religion, sex, orientation, or background; we write people off because, by word and deed, they treat other human beings, other living things, or the truth itself like garbage.

Frat-boy rape culture and the Epstein class are persona non grata. We are not here for people who treat coercion, pressure, and power-based sex as normal or funny. Our values lean toward the people being harassed, assaulted, and abused — not the people holding the power to hire, fire, grade, or “invite.” If you live in that world, defend it, or treat it as “locker-room humor,” you are not our crowd.

You do not get to pick and choose whose rights count. This business is built to eventually fund a tight, intersectional set of causes — no cherry-picking, no opt-outs once that giving begins. We’re honest that we’re not there yet, including the fact that no organizations have been contacted; see what we intend to fund below and how the money works for where we actually stand.

Anti-fascist, anti-authoritarian. We hate politics as a sport, but we hate fascism more. Call it authoritarianism or “just asking questions” — if it walks like fascism and talks like fascism, we are against it.

Secular by design, no exceptions. We do not donate to or partner with religious organizations. We back people targeted for who they are — not for what they believe about any god.

Science, facts, reality. We believe in vaccines, public health, climate science, and the boring, unglamorous work of listening to evidence. If your worldview requires ignoring data or other people’s lived existence to stay intact, our products are not the thing that needs to change.

Work should not be a punishment. From farmworkers and food producers to warehouse staff and sex workers organizing for basic safety and respect, we side with people doing the labor — not the folks extracting the profit. Some of that harm is obvious. Some of it is quieter — the kind that comes from being chained to a desk, buried under meetings that should have been an email, treated like your body doesn’t need to move or rest just because the culture calls stillness “productivity.” Both kinds named this company, and both kinds are baked into everything we’re building next.

Animals and the planet are not optional extras. There is no table, no morning coffee, on a dead planet. We back groups fighting for climate action and animal welfare because “we’ll figure it out later” is how we got into this mess.

Transparency or it did not happen. Every quarter, we publish exactly where the business stands, what phase we’re in, and why. No vague “portion of proceeds,” no hiding behind asterisks.

We are for the loud, the stubborn, and the exasperated by all of it. We built this for people who are done tiptoeing around cruelty and pretending everything is fine. If you want your money aligned with how you actually see the world, welcome home.