The Story Behind 110 Co: A Lifestyle Brand for the Unrelenting

The idea for 110 Co first came to me while I was writing a song in 2023 called "Unrelenting," where I say, "Unrelenting, give it 110." That simple line stuck with me. It made me think about what it truly means to keep pushing, to give more than what feels possible, especially when no one else is watching.

As I sat with that thought, I realized I wanted to create something tangible that could inspire and empower others on their own life journeys. I wanted to build a brand that carried the same spirit of resilience and determination that I was putting into my music.

I started small with mugs. For me, caffeine is a daily ritual I am not giving up any time soon. A good cup of coffee in the morning always gets me focused and ready to take on whatever the day brings. Launching the mugs felt right because it tied into that sense of starting fresh and staying energized.

But once I took that first step, a light turned on in me. I realized this could be much more than just a few products. It could become a full lifestyle brand built around the mindset of giving it your all, staying unrelenting, and living life at 110 percent.

110 Co is not just about merchandise. It is about carrying the mentality of strength, drive, and perseverance into everything you do. It is a reminder that you are capable of more and that every single day is an opportunity to rise higher.