Our beards are important to us and have become a part of a daily routine in men's grooming. Over the past 15 years, beard popularity has grown exponentially and has become a status and symbol to our masculinity. Our beards represent us in a notorious way now speaking to our character, standards, and for some of us a responsibility to upholding tradition.

We began our journey around 2012, understanding the power of having a beard. It was during this time, the founder began his growth simultaneously seeking spirituality, physical fitness, and a mindset to being a King of which he seen from his father and forefathers. He knew that in order to teach his sons also, he would first have to re-structure his life and live by the three main principles to which guides a true king; Integrity, Honor, and Loyalty. We all want to be kings of our family and community and raise our boys and nephews to be the same. They will look up to us with Honor and respect as we exemplify daily the importance of Integrity in our operations and Loyalty to those who we protect and love.