I wanted to create something that felt like more than just another clothing brand—something with a story, a purpose, and a message people could genuinely connect with. To me, good fortune isn’t about sitting around and waiting for the perfect opportunity or hoping that luck finds you. It’s about putting yourself in a position to create your own opportunities, taking chances, learning from setbacks, and making something meaningful out of whatever life puts in front of you.

More Than a Clothing Brand.

The name “Pooks” means a lot to me because it started long before the brand ever even thought of. “Pooka” has been my nickname for as long as I can remember, and eventually, the people closest to me started calling me “Pooks” for short. I never thought the name would become a clothing brand but look where we are. To me It was just a funny nickname I grew up with and a small part of my life that eventually became a big part of who am I. 

When I started thinking about creating this brand, I knew I wanted the name to mean something,I wanted to take something that was already so personal to me and build something around it that could mean something to other people as well. What began as a nickname became a vision, a passion, and something I genuinely care about. I wanted to create something that represents the way I see life and gives people happiness in the way they deserve. That’s what makes it different to me. It isn’t something I simply created for the hype or money; it’s something that comes from who I am as a person.

A big part of my story comes from growing up and struggling with a cleft lip and cleft palate. I have had many surgeries from the time I was born to now and from a very young age, I experienced things that made me feel very different from all the people around me. Because of that there were definitely moments when I wished I could change certain things about myself or just feel like everyone else. At the time, I didn’t understand why I had to go through those experiences and honestly hated myself because of it, but as I grew up, my perspective changed. I started to realize that the things I once wanted to hide and thought were ugly and weird were also things that helped shape me into who I am today and a big reason of why I strive to treat everyone how I would like to be treated.

That’s a huge part of what I want Pooks! to represent.

That’s also a big part of why I chose to combine streetwear and athletics in the first place. To me, both represent individuality, confidence, and passion, but all in completely different ways. Streetwear gives people a way to express themselves without having to say anything, while athletics represents the discipline, effort, and mindset it takes to keep pushing forward through hardships. I’ve personally always liked how both create a sense of identity and community and I wanted to bring those two worlds together naturally and more importantly, true to myself. It doesn't matter if someone connects with the style, the athletic side, the message, or simply the story behind the brand, I want them to feel like there is something here for them that gives them genuine happiness. Personally the clothing is only one part of what this brand represents, the bigger idea is creating something people can not only wear and feel good about themselves in but also something they can resonate with, and make their own. 

Noahs Final Message.