Shepherds of the Collective

The ideas of building a community and standing out as a leader (Shepherd) seem at odds. After all, leadership is often associated with standing apart, making bold decisions, and leading the charge from the front. Community, on the other hand, evokes images of unity, equality, and shared purpose. How, then, do these two concepts coexist?

To understand this, we need to revisit the roots of The 99. From the very beginning, our mission has been about more than just clothing—it’s about people. It’s about seeking the lost, valuing every individual, and reminding each person of their worth. The metaphor of the Shepherd and the flock perfectly captures this essence. A Shepherd is not just a figure of authority; they are a caretaker, a guide, and a protector. Their leadership is driven by service, by a commitment to ensure that no one is left behind.

Think about it: True leadership isn’t about standing above others—it’s about elevating them. It’s about being the one who steps up, not for personal glory, but for the benefit of the whole. In this sense, leadership is a natural extension of community. A Shepherd’s strength lies in their ability to guide the group while nurturing a sense of belonging and purpose among every member.

This is what The 99 stands for. The strength of our brand comes from the collective, from the unity of those who choose to be a part of this movement. But within this collective, each of us is called to be a Shepherd in our own right. Leadership, within The 99, isn’t reserved for a select few. It’s a shared responsibility, a shared privilege.

Each of us has the power to lead—by seeking out those who feel lost, by lifting up those who are struggling, by inspiring those who need a spark of hope. Leadership in The 99 is about service, about showing up for others, and about being a light in someone else’s journey.

Imagine a world where everyone steps into this dual role: part of a unified collective, yet individually driven to lead and uplift. That’s the balance we strive for. That’s the vision.

So, when you wear The 99, know that you’re stepping into something bigger. You’re not just representing a brand; you’re embodying a mission. You’re choosing to be part of a community that values individuality and purpose, while embracing the call to lead.

Together, we are Shepherds of the Collective. Go seek. Go uplift. Go inspire.