I started Herculean Wisdom because I was tired of sacrificing quality for convenient comfortable wear. The fabric doesn't feel good, the logo wears off after two washes, the fit isn't as advertised, and so on.

I want to set the bar higher in the athleisure industry. There is simply too much crap in the market, and I want to make people look and feel good. While we're also at it, why not add some streetwear-inspired graphics?

- Ali Lari

At the heart of Herculean Wisdom are three core values:

1. Quality
2. Community
3. Customer obsesssion

When you check out on one of our pieces, you're not just buying a piece of fabric with some words and drawings on it. You're investing into a lifestyle of determination, strength and commitment. You're joining a community of likeminded individuals who want to make a difference and stand up to what's holding them back, but no one can do it all alone, so we help each other out.

And to enable that kind of life, we ruthlessly commit to ensure every item that goes out to ship is field-ready. While that happens, we're on a constant lookout to make sure we're doing exactly what you want, because without you we wouldn't be here.

Herculean: referring to Hercules and his impeccable strength.

Wisdom: referring to life lived, experiences experienced, joy enjoyed.

Herculean + Wisdom: the ability to both be strong and use that strength to enable the life you want, so that others can eventually learn from you.