The Birth of "I AM THAT"
At the intersection of mindfulness and everyday life
"I AM THAT" was born.
## The Beginning
"I AM THAT" began with a simple question: What if our clothing could serve
as more than just a fashion statement?
What if it could be a practice - a tangible reminder of our inherent peace, presence, and wholeness?
Founded in 2025, our brand emerged from years of personal mindfulness practice and a recognition that many of us need consistent reminders to return to our natural state of being, throughout busy days.
We noticed that while meditation apps and classes provide valuable guidance, there was a need for mindfulness tools that integrate seamlessly into everyday life - that's where our apparel comes in.
Our Philosophy
Our name and core philosophy center on a fundamental shift in perception: moving from seeking to being.
Most mindfulness messaging focuses on becoming more present, finding peace, or cultivating joy—all valuable pursuits, but ones that paradoxically reinforce the idea that these qualities are separate from who we are right now.
"I AM THAT" offers a different perspective. Rather than seeing peace, silence, joy, or presence as states to achieve, our apparel reminds you that these qualities are inherent to your nature. You are not separate from this moment—you are that moment expressing itself as a human experience.
This subtle but profound shift transforms the spiritual journey from one of endless seeking to simple recognition of what already is.
You were born complete. You remain complete. And you will always be complete, exactly as you are. We're grateful that our paths have crossed on this journey.
