About Tough But Human
Tough But Human was built around a simple belief. We all go through tough times, but it is realising that underneath it all, we are human beings who need each other. You cannot do this alone.
Tough but human was founded by front line service and military personnel. It was founded through times of hardship, times of vulnerability, times of pain and times of being close to giving up. The realisation of not being super human meant that Tough But Human was born.
TBH is here to build a community online that spreads into the real world. It is made to be worn with pride and to represent that you have been through difficulties, but you fought through. It is to say it’s okay to struggle, but build strength to ask for help and get to the other side. It is to have the grit to grow and not just give in. It is to see someone wearing TBH and have a mutual understanding of what they are about, who they are and what they have been through physically or mentally and to connect.
TBH is apparel for people who live by standards. People who understand that discipline is not performance. Restraint is not weakness. Control is not passivity. This is not for the weak who do not see themselves, this is not for the mundane who do not push boundaries and this is quite simply for people who have been through it and have come out the other side better, more knowledgeable, willing to be vulnerable and talk about this to help others.
The brand is built around three words:
Control - self-command before reaction.
Discipline - the work done when no one is watching.
Restraint - power held in check.
Tough But Human is not about shouting louder. It is about standing steadier.
Strength under control.