Behind Xcelsior

One of the goals of our Behind Xcelsior articles is to give you a look into the decisions, conversations, and moments that shape our brand. Xcelsior is constantly evolving, and every few months we seem to reach a breakthrough that changes the way we think about our future.

Over the years, those breakthroughs have led us to transition to bulk ordering, better define who we create for, and launch the Xcelsior Ambassador Program. Each step has helped us become more intentional in how we build the brand.

Our most recent breakthrough came during a conversation with one of our mentors, Ian.

As we shared Xcelsior's mission, our messaging, and the direction we wanted to take, Ian told us something that stopped us in our tracks. He loved what we had built, but he asked a simple question:

"Why are you trying to communicate such an important message through clothing?"

At first, it caught us off guard. But the more we reflected on it, the more we realized he was right.

What excites us most isn't simply designing apparel. It's the conversations we've had, the friendships we've built, and the community that's grown around a shared mindset. Clothing has always been a catalyst for us, but it isn't the sole option.

That realization opened up a whole new world for us.

Rather than spending the summer developing another apparel collection, we chose to reinvest that time into growing the community we've always envisioned. Instead of focusing solely on creating products, we're focusing on creating opportunities for people to connect, learn, and grow together.

That decision became the catalyst for this newsletter.

Our hope is that each edition introduces you to stories worth telling, ideas worth exploring, and people worth knowing. Whether it's highlighting an underrated competitor, diving into a new field of study, sharing healthy habits, or giving you a behind-the-scenes look at Xcelsior, we want this newsletter to become another place where the Collective comes together.

More than anything, we want Xcelsior to be remembered not only for what we make, but for the people it brings together.

This new direction has renewed our excitement for what's ahead, and we can't wait to continue exploring it with you.

And don't worry, we haven't forgotten about the clothing. New pieces are already in the works, and we're looking forward to sharing them with you later this year.

Thank you for being part of the Collective.

Stay Underrated.

David Tauman

Thank you for checking out our first newsletter!

This has been an exciting new avenue for us, creating a way to inform and engage our community with segments we find interesting and beneficial to our lives. We hope you enjoyed what we had to offer, and we will be back next month with more. Let us know what segments you liked, if there are others you would want us to include, or even contribute to a post in the future!

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Xcelsior

Clothing for the underrated competitor, stay underrated.

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