Lads of Fortune is a way of life. We live the phrase: ‘it’s mandatory to grow old, but it’s optional to grow up.’ Here at Lads of Fortune, we decide our own futures, run our own show and represent what is true about men and women with aspirations of greatness. Lads of Fortune label strives to fill a gap in the fashion retail market men and women seeking simple, quality fashion. The strong dynamic graphics of the label draw inspiration from anti-establishment cultures; the screaming icons of the American biker, the hot head Ice Hockey player, the retro basketballer and the hip hop Gangster, all bad boys in their own right. This dynamic mix of sport, the rebel, the athlete and the musician- whether a rocker or a rapper. Embracing these anti-establishment sentiments, Lads of Fortune are men and women who carve out their own paths. They do not feel they need to conform to the typical; rather their fashion is an expression of themselves, a statement of their rejection of cookie cutter style. Life is the fortune- something that is there for the taking.