A few years ago, our founder was given a gift: A black Tshirt with an obscure reference to a current event, a joke only insiders in his industry would get. He loved that most people who saw him in it had no idea what the reference was about. But he REALLY loved it when someone did get it and let him know. A couple of people connecting on an IYKYK reference is a dopamine hit. Like a late-night scroll session, he wanted more dat dopamine. The beginnings of Knowing Look took shape.

Now Knowing Look carries on with that same goal, guided by two basic principles: Provide high quality, do it at a low cost. As we’ve grown, instead of increasing our prices and lining our pockets, we’ve actually brought our prices down. We’re committed to keeping our margins the same, even as our volume goes up, then lowering prices even more for our members. The takeaway: The more product you buy (and get your friends to buy!), the more we can and will lower prices. We don’t get why this concept is so strange, we just know everyone around us keeps jacking up their prices. But we don’t believe in $15 hamburgers with sketchy ground beef, or $8 pints of ice cream with hardly any actual dairy. We definitely don’t believe in $50 Tshirts, $80 hoodies, or $30 beanies. We also don’t believe in $6 Amazon and Temu Slop Tshirts that don’t last more than a few washes. What we do believe in are great designs, high quality, low prices, and providing a good living for our employees without trying to empty your pockets.