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About Us


Our brand, D.iscipline A.bove D.esires, represents a mentality and a lifestyle based on rational decision-making, rather than ones dictated by impulse and emotion.

* People with high self-control are happier than those without.

*Self-discipline is a learned behavior; it requires practice and repetition in your day-to-day life.


We believe each and every person has the power within to lead a disciplined and successful life; to be your best self.

Here at D.A.D., we aim to help you build the confidence necessary to practice discipline over desires in your everyday life. We strive to cultivate an environment of peace and unity throughout all cultures and classes.

When you wear our brand, you spread this fundamental message; and you look damn good doing so!

Annually, a monetary donation along with socks donation (based on total number of socks sold) will be given to local homeless shelters. Socks are the number one item requested in such shelters, and we are  honored to help make a difference.