AUG11 isn’t just a brand. It’s a promise.

It’s named after my little sister — her birthday, August 11 — the person who inspired me to change.

The actual day everything shifted? That was late November 2010.

I was at my lowest. Homeless. Addicted. Lost in every sense of the word.

And then she looked at me, heartbroken, and told me the truth:

I was hurting her.

That moment cracked something open in me.

It was raw. It was painful. But it was real.

And it became the start of everything.

So no — we don’t just make hats.

We craft reminders.

Symbols of transformation, resilience, and starting over.

AUG11 is for anyone who’s been counted out.

Who’s felt too far gone.

Who needs to believe, even just for a second, that it’s not too late.

You are not broken beyond repair.

You are not your past.

You are capable of something beautiful.

This brand is proof.

And now, it’s yours too.

Sincerely,

Johnny Persón // Founder of Aug11