Don't Care Apparel

Most brands begin with a product. Ours began with a man—Walter.Where Chelsea meets the Meatpacking District, 3 a.m. A smoke sensor trips in a 30-story hotel. Guests spill into hallways, nerves buzzing. Walter, the overnight fire director, strides in and lifts his radio.“Sorry for the connivence—do not worry. Everything is okay.”Calm settles like dawn. One traveler, grateful for the reassurance, notices the words DON’T CARE scrawled across Walter’s faded ball cap—his reminder not to care about panic, only about people. When back home safely and unwinding on her boat, the traveler feels the breeze and remembers that cap. She grabs a scrap of paper, sketches the phrase across a simple hat, and decides the world needs Walter’s calm.Each cap keeps the design simple, the fit durable, and 10 % of every sale funds fire-safety training in NYC hotels—so more patrons can rest easy under guardians like Walter. Slip one on and carry his late-night confidence wherever you go.