I’ve spent a lot of time trying to figure out how to say what you are about to read. In today’s world, there are so many mediums. Do I film a vlog? Do I record a podcast? Do I shoot an Instagram story? Do I keep this to myself? Each of those ideas ran through my head. Yet, when the dust settled, I ended up returning to what I know I’m good at. What I feel comfortable with: one bourbon on the rocks, a quiet room, and some time to myself just to type. Time to think. The result, I believe, is the appropriate articulation of why I started this brand. Maybe deeper than that, why I am the way I am.

I started Lowside Golfwear after someone asked me what I would do today if I knew it was the last day of my life. It’s a trivial question, one I’m sure many have heard before, but one that always cuts through the bullshit. Something about the idea of our mortality tends to get right to the truth of things. My answer, outside of spending time with my family, was to get on a plane to somewhere I have never been, to play golf somewhere I have never played, and to have a beer with someone I have never met. Pretty simple until that same person asks why you aren’t doing that.

The next day, Lowside Golfwear was born. That’s what I want to clarify. Lowside is a business. It has to make money. That said, it was never a vehicle to create personal wealth. In fact, it was the exact opposite. Lowside was an excuse for me to connect with people who share the same common interests that I do. That’s what makes this so special and so unique…to me at least.

You see, I’ve spent my whole life chasing this sense of camaraderie. This sense of connection. Some sense of interacting with people that maybe I shouldn’t be expected to interact with. I’m not sure why that’s the narrative, but it is, and those experiences are what drive me.

I grew up in a military family with a mom raised in Sicily and a dad from South Louisiana. That itself isn’t necessarily special or important, but I think the dynamics of what it led to are. I literally spent my entire childhood living and visiting family all over the world. Arizona, Louisiana, Turkey, Italy, Germany, Texas, Arkansas, Sicily, France, Florida. The list goes on. You name it, I’ve been there or I’ve lived there. And I probably did both of those things before you ever visited the other side of the town you grew up in. Think about that for a second.

It’s wasn’t always fun, but it was my normal and what I’ve found out about normal is that it leads you to believe everyone sees the world the way you do. In my case, unfortunately, they do not.

That philosophy is what identifies Lowside. It’s not some sales pitch or some value proposition. Trust me, I’ve been around enough of those to know that they are usually bullshit. Lowside is a group of people tied by a common interest. People bound by a small white ball, a small hole, and the distance between the two. Bound by time and the religious experience 18 holes of golf can provide. Bound by all of the other interactions that golf opens the door to.

As I wrap up, I think of a Latin quote from Marcus Aurelius that says, “Momento Mori”. It’s very simple, but its impact is much deeper. It means, remember that you will die. Remember that you are mortal. It may come off as morbid, but this idea is only depressing if you are thinking about it the wrong way. In fact, the opposite is true. Knowing you are going to die is what I choose to use as motivation. It’s the very notion that helps me to push forward with the Lowside the way I do. Because while I’m here, and while you’re here, I’m going to do my best to enjoy one more plane ride, one more round, one more high five, and one more pint on the 19th hole. My only hope, is in during that pursuit our paths will cross somewhere in the middle.

Until then, Momento Mori and hit them straight my friends!

Michael