SOOCI started in North Carolina out of a Marine Corps barracks room closet.

In the beginning, everything was done by hand. The first products were stickers, followed by small print-on-demand apparel drops while learning every part of the business from the ground up. As the vision grew, so did the standards.

Eventually, SOOCI transitioned into fully custom apparel in order to create higher quality products and have complete control over the process. Every logo was pressed by hand. Every order was personally packaged and shipped. Every design, marketing campaign, social media post, product shoot, and business decision was handled internally from day one.

What started small quickly expanded beyond expectations, reaching customers in over 10 countries around the world.

But the biggest inspiration behind SOOCI was never the clothing itself.

It was the people.

While building the brand in North Carolina, one thing became clear: passionate people naturally gravitate toward each other. Athletes, creators, entrepreneurs, students, photographers, designers, and people chasing bigger goals all wanted the same thing — a community of others who understood their mindset.

That culture became the foundation of SOOCI.

Today, SOOCI is based in Wisconsin, with a growing focus on building a strong community presence in Madison.

Returning to Wisconsin was intentional. This is home. The people, culture, and energy here made it the perfect place to continue building the vision on a larger scale.

SOOCI is now evolving beyond an online clothing company into a lifestyle brand centered around community, ambition, and connection.

Through events, run clubs, creative collaboration, volunteer work, future Bible studies, and community-driven experiences, the goal is simple:

Create an environment where ambitious people can meet each other, build together, and push each other forward.

At its core, SOOCI is for the people willing to fully pursue what they care about — whether that is fitness, business, content creation, photography, design, faith, entrepreneurship, or any other passion that drives them.

The brand is built on values rooted in discipline, authenticity, ambition, faith, creativity, and community. While SOOCI is not exclusively a Christian brand, Christian values have remained part of its foundation since the beginning.

What makes SOOCI different is that the community itself helps shape the future of the brand.

Students, creatives, athletes, marketers, photographers, designers, and entrepreneurs all have the opportunity to become part of what is being built. Whether someone wants experience in modeling, photography, social media, event planning, design, marketing, or business operations, SOOCI aims to become a place where passionate people can contribute, collaborate, and grow together.

This is more than a customer base.

This is a culture.

The vision for SOOCI has always extended far beyond apparel.

The goal is to build a brand that becomes deeply connected to the culture of Madison and Wisconsin as a whole — a brand recognized not only for what it creates, but for what it represents.

In the years ahead, SOOCI plans to continue expanding its community presence through larger events, student involvement, volunteer initiatives, creative projects, run clubs, and experiences that bring ambitious people together in real life.

Long term, the vision includes building a physical presence in Madison while continuing to grow a network of students and young professionals involved at every level of the company. From creative direction and marketing to operations, photography, content, and leadership, SOOCI aims to become something people genuinely feel a part of.

A private club mindset.

A community-driven culture.

A brand that inspires people to live fully and pursue their purpose unapologetically.

Because living life to the fullest looks different for everyone.

And that is exactly the point.

SOOCI exists to remind people to pursue what they are passionate about, connect with others doing the same, and build a life they are proud of along the way.