This is the first line from the company statement:
We make the little shit better. The stuff you have that isn’t noticed first, but can’t be ignored. We pay attention to it. We argue about it. We work day and night to make the little shit as good as it can be, so when you wear it, you feel like you’ve got a leg up on the rest of the world.
If the company ever goes public I’m buying stock. The little shit, indeed.