OUR STORY

Tigers are the things that threaten our minds and bodies-things that negatively affect our health and lives: Anxiety, depression, health issues like cancer or diabetes, addiction, self-doubt, finances, cultural conflicts, betrayal, guilt, body image, relationships, regrets that keep us stuck in what-ifs, family conflict, and on and on. While we must fight these tigers alone, we belong to an army of people fighting right alongside us.

Soul rebels UNITED TO FIGHT IT.

A few of us who have been fighting tigers for years, needed language to discuss ways for others to fight their tigers, and we came up with a good way to do it. Originally, the phrase "Every Motherf'er Fights Tigers" was a ridiculous answer given by a good friend to a question about the initials EMFT in a board game that made us all laugh. The power of that phrase never left me. I started using it to describe how to frame the issues my friends and neighbors talked about. Them: "It's terrible. I don't know what to do." Me: "You're not alone. Don't be ashamed or hide from it. Face it and fight it. Every motherf'er fights tigers."

So, I gathered some smart people and we started EMFT to help heal the world. Sounds like a grandiose plan, right? It is. We accept that. We're picking a fight with a giant and we did it on purpose.

We know we're underdogs, vastly outnumbered by the forces that make a buck by dividing, and stoking fear and hatred. We know we're a much smaller force. But, we also know that if we get this right-if we first create the language to describe our counter-offensive, we can openly discuss the fight, and our unity as human beings fighting tigers. If we focus on how to face fear, how to train the body, mind, and spirit to fight, and how to help others do the same, we'll be invincible. 

If my friends and I make attractive apparel you'll want to wear, we can amplify that radical message of personal responsibility and unity. Every tee, hat, or hoodie a walking declaration of the shared truth of EMFT. The message can spread like wildfire, and people, now armed with the language to say what's on their hearts-will unite behind the cause.

You and I will be heroes, for more than just one day. [Thank you, Mr. Bowie.]

We can reverse the downward spiral of our culture and embrace each other as fellow tiger fighters. Personal responsibility will rise. Each of us will fight for our lives. Courage will thrive. Respect for our neighbors will rise. Empires of devious bastards will fall, and in their place strength, kindness, love and respect for us and others will grow.

Thank you for being courageous. Thank you for buying our apparel. Thank you for spreading the word by wearing and sharing it. Thank you for joining this Tiger Fighter Army. 

DMcG, Founder and Field General