About

In a society where men are often treated like dirt, I decided to take the hardest time of my life and build a movement.

Seven years ago, I won a gold award for innovation in media and publishing. It felt like the peak of success, but it was followed by the total collapse of my life after losing everything through a 7 year venture pursuing a huge idea for my tech company. That experience was a crucible it stripped everything away and left me to face the darkest moments of my life.

But I didn't stay down. I realised that true innovation isn't about accolades or tech platforms; it’s about the ability to innovate your own life after total loss.

I founded ETMN and HIMILO to turn that devastation into something meaningful. My mission is to remind men that they matter, they are not defined by society’s labels, and with the right mentality they are Built Different.

This is not just a brand; it is a commitment to resilience. Whether through my apparel, art, or accessories, every piece is designed to serve as a daily reminder of your worth, your strength, and your agency to redefine your own narrative.

Welcome to the community. You are not alone, and you are not defined by your past.