You know the American Sign Language (ASL) “I Love You” hand sign. It’s right there on your emoji keyboard. 🤟

That alone tells you it isn’t some niche symbol.

It comes from Deaf culture, but it didn’t stay boxed in. It moved. It shows up everywhere. Texts, captions, concerts, everyday life. You don’t need it explained to you. You already get it.

What we didn’t get was how boring it had become.

It was always the same move. Same symbol. Same idea recycled again and again. Slapped on a shirt and called it a day. Love, but lazy. That wasn’t what we wanted.

So we asked ourselves, why not?

We saw something stronger in it. A symbol with identity, culture, confidence, and a little edge. We treated it like design, not a shortcut.

If a symbol can live on your keyboard, it can live in your closet too. Not as a statement you save for special occasions, but as something you wear any time.

That’s the thinking behind it. Here's what Giving a Damn looks like »