We’re not consultants in suits. We’re operators in T-shirts.

The T-Shirt CEO is a byproduct of building something real—from the floor up. We don’t teach theory. We share what we’ve lived: how to lead with presence, build culture that sticks, and scale without losing your soul.

We’ve burned out, rebuilt, and stayed in the room. We’ve made mistakes, owned them, and kept going. And we’ve helped other indie founders, coffee shop owners, and culture-driven brands find their voice, fix their vibe, and lead like themselves—not like someone they were told to imitate.

If you’re building something honest and want guidance that actually respects who you are—you’re in the right place.