Today we’d like to introduce you to Jonathan Harned.
Hi Jonathan, we’d love for you to start by introducing yourself.
I have always had an interest in illustration/graphic design and entrepreneurship. Starting a clothing brand seemed like a great way to merge different passions of mine without needing a huge amount of capital to get started. I also wanted to start a brand that could have the future potential of shaping American culture in a positive way. Right now I see a lot of “me me me” type brands, and the truth is that is not a healthy way to live.
Last year I started working as a Wildland Firefighter and later as an EMT and learned a lot of life lessons of selflessness and relentless dedication to pursuing what you commit to. I want a way to bring those values to the mainstream and encourage people to live healthier lives.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It all depends on what you’re used to. I haven’t ran into any gut-wrenching trouble with the business itself, but it has been a grind every step of the way. I’m still very new and any foot of ground I gain is hard-fought. Learning new skills, reaching out to friends for advice, spending hours designing websites and products and learning how to effectively market a tiny brand no one cares about takes a lot of mental energy.
When I was an EMT I would get home from a 12-hour shift, take a shower, say hi to my wife, and pack orders for like 2 hours so I could get them shipped out as early as possible in the morning before going to my next shift. Now that fire season has started, I am working as a firefighter and had to teach my wife how to fulfill orders while I’m gone.
The struggles all build me up in ways I never could have imagined though, and I learned lessons I would have never otherwise learned if I wasn’t doing a bunch of crazy stuff all at once.
That’s the whole point of Die Tired. Finding your direction, and relentlessly pursuing it with everything you have. I don’t want to leave with anything in the tank.
As you know, we’re big fans of Die Tired Co. For our readers who might not be as familiar what can you tell them about the brand?
Die Tired represents the seeking of your life’s purpose, and going all-out in a relentless pursuit of that purpose. Every single person has something unique and important to offer the world, and most Americans settle for “good enough. I wanted to create a clothing brand that celebrates pushing yourself past your comfort zone to see what you’re missing on the other side.
I run the business by myself with the help of my lovely wife Mady. I design everything and have it screen printed/embroidered locally with other businesses that I love working with in North County San Diego.
Die Tired offers premium quality products that are made to join you on your everyday life. I have a very high standard for quality and won’t ever put out something I wouldn’t be stoked to wear on the daily.
The meaning of Die Tired is something that fits everyone, not just the hardcore athletes or first responder/military. It really is a concept that would benefit every single person. If everyone could see what it’s like to live your life all-out, holding nothing back, not letting fear have a say in what you do, the world would be an incredibly different place.
Do you have any advice for those just starting out?
EVERYTHING IS FIGURE-OUT-ABLE. I am not special. I never went to business school, I never learned how to work with manufacturers or how to design a product that would sell. Every single thing about my business is something I had to learn and practice, and that is something anyone with internet access can do. Any time you think there is a barrier between you and winning, just google how to overcome it and it’s probably more possible than you think.
Starting a business is really hard and discouraging at first, it’s not for the faint of heart, it’s for the passionate. Don’t start something you’re not intensely passionate about! Otherwise you’re just making more half-assed junk the world doesn’t need.
Contact Info:
- Website: DieTiredCo.com
- Instagram: https://www.instagram.com/dietiredco?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==
- Facebook: https://www.facebook.com/dietiredapparel
