The Iwearness brand was founded on the principle that Wisdom and Faith create reality. In this reality the leadership and creativity of the Iwearness brand will bring the focus of a deeper awareness to all human beings worldwide—The Awareness of Love, Spirit, Purpose, Energy, Faith, Peace and Trust.

The brand was designed to represent enlightened people: the people who share the core values of integrity, balance, leadership, excellence, responsibility, compassion and fun. These are traits of Awareness or, should I say, Iwearness.

Our guiding principle is to make Iwearness Apparel Inc. the most respected, consciously capitalistic company the world has yet known. In conscious capitalism, we envision a new business model—using capitalistic resources and opportunities will allow us the means to support environmentally and socially conscious programs so they can provide help to those in need.

Iwearness Inc. strives to be the Awareness Company, both in our deeds and our meaning, as we spread this philosophy through our products.

First of all, let me thank you for showing interest in my vision of IWEARNESS. I congratulate you for making it this far in your own journey for Awareness; it reassures my belief that people are seeking a different way—a more purposeful way of living their lives.

It did not start out that way for me, coming from a comfortable home with few worries or trials. I journeyed through my life in the false state of blissful Unawareness, as many people do, just enjoying the ride. However, it did not last. Through various events in my life—many very emotionally painful—I began to see a new reality.

Those hard times were the gifts of Awareness. Awareness is the ability to awaken from Unawareness. It is the understanding that despite not having a say in what we are given, we can choose what we want to make of our lives.

The Universe is an absolute perfect balance and contains enough for everyone to share and be fulfilled. There is enough love, joy, health, wealth and sharing for everyone. There is also enough hate, anger, pain, sorrow, grief and despair for everyone. Naturally, everything balances, but we as humans create the imbalances that cause so much of the strife in our lives. The solution then is that we must change by becoming Aware of ourselves, others and the world we live in.

My personal journey has had its share of both positive and negative. My belief is that none of us owns anything; we all share this existence. The questions I pose in creating my IWEARNESS brand is, “why can’t we share?’ “Why can’t we purchase, create, support and sustain our communities?” “Why can’t the circle of life and business have all positive effects?”

There have been many great creations of works in music, art, literature, architecture and science and technology which have brought radical changes in the way we live. If I had the ability to sing a song, write a book or paint a picture about my story I would. Unfortunately I don’t possess those talents. My hope is through the IWEARNESS brand I will create a change to better the world we live in.

With that in mind, I set out to share my vision through conscious capitalism and community partnerships, utilizing business to create a positive cycle of giving. The Iwearness brand project is about giving back, through the positive actions of Awareness. Everything has a beginning and here we are starting something together. Once again, I want to thank you in advance for joining me in this movement to Awareness or, should I say, IWEARNESS!

Fly Free, Fly Strong

Will.

The name IWEARNESS was developed as a creative parallel to the word AWARENESS. Our purpose is to create Awareness, a word that entices deeper focus to any subject or situation. So in essence, you can say I Wear Iwearness clothing because I am Aware.

The word Awareness is defined in most dictionaries as: having knowledge and general knowingness, a consciousness, enlightenment, with mindful sensibility.

To breakdown my word Iwearness, let’s start with the I of Iwearness. The I represents the Individual, the choice we have as individuals. It also represents our responsibility as individuals—the responsibility to ourselves first and foremost, but also the responsibility to others and the environment we live in. The I also represents the INNER, the inner soul, the inner spirit, the inner peace. It is in all of us!

The wear of Iwearness represents the physical representation of action, to show intent. The dictionary definition of wear is to have on the body as clothing, to display. I feel this intentional step of wearing the Iwearness brand is saying to the world and the universe, “I wear Iwearness. I am seeking a deeper Awareness. I want to participate and I want to show it. You can do it too.”

The ness of Iwearness represents the purpose behind seeking awareness, of being Aware. The pursuit of Awareness is really the action of seeking and understanding the truth of a state or situation, the authentic understanding of what is. After all, the truth will set you free, and freedom is the optimal state of consciousness. So, the NESS is representative as the “Natural Enticement of Soul and Spirit”. Iwearness is about freeing the soul and spirit. Freeing so we can become more Aware of our purpose as individuals.

The Iwearness Icon is created to give representation to Inner purpose of one’s soul and spirit, an anchored support to their Outer purpose of physical action and physical direction. We at Iwearness believe that we are all equipped with our own GPS. In order to navigate well in this universe, we must have our Inner purpose and Outer purpose aligned, much like the needle of a compass. This is where Awareness begins.

The icon is designed with the I of Iwearness representing the Inner Soul, which supports or cradles the O—representing the Outer of physical self and self-representations. The small dragonfly represents the flight of this new Awareness.  The ability to Fly Free, Fly Strong signifies the transformation of a higher consciousness of Awareness. In this state of higher Awareness, you allow yourself to Fly Free and Fly Strong.  I hope you join me on this journey.  Have fun with it; it represents you!

A beautiful, yet mysterious creature, the Dragonfly has a shell made with special facets designed to reflect and refract its beautiful colors in the sun. This almost sparkling appearance has leant added meaning to its existence. It takes on a mystical and magical symbolism in many cultures. The dragonfly’s magic is that of light magic and all of the wonderful smiles, metaphors and clichés that light has inspired throughout history.

In Japan, the Japanese people have chosen to honour the dragonfly as a symbol of joy and new light. We can see the dragonfly as an inspiration to not only learn to shed and mirror light in our own lives, but also to learn to see when others are doing it as well!

Dragonflies certainly aren’t limited to women either! In Native astrology circles, there is a strong belief that each person has a totem animal spirit, which serves as a guardian, guiding us through certain phases of life. Often an individual would have a variety of totems throughout life, some of us for just a time, and some throughout their entire lives. One of these common totem spirits was the spirit of the Dragonfly.

The Dragonfly spirit would adopt men and women, young and old. To have the Dragonfly as a totem means one must consciously make an effort to express your hopes, dreams, needs and wishes. It is the essence of the winds of change, the message of wisdom and enlightenment, and the communication from the elemental world. The Dragonfly’s medicine beckons you to seek out the parts of your habits that are in need change. You can turn to the Dragonfly to guide you through the mists of illusion to the pathway of transformation.

Here is a story:

Once, in a little pond, in the muddy water under the lily pads, there lived a little water beetle in a community of water beetles. They lived a simple and comfortable life in the pond with few disturbances and interruptions. Once in a while, sadness would come to the community when one of the fellow beetles would climb to the stem of a lily pad, never to be seen again. They knew this meant their friend was dead, gone forever.

One day, one little water beetle felt an irresistible urge to climb up that stem. However, he was determined that he would not leave forever. He would come back and tell his friends what he had found at the top. When he reached the top and climbed out of the water onto the surface of the lily pad, he was so tired, and the sun felt so warm, that he decided he must take a nap. As he slept, his body changed. When he woke up, he had turned into a beautiful blue tailed dragonfly with broad wings and a slender body designed for flying. So, fly he did! And as he soared, he saw the beauty of whole new world, far superior way of life to what he had never known existed.

Then he remembered his beetle friends and thought that surely by now they were thinking him dead. He wanted to go back to tell them and explain that he was now more alive than he had ever been before. His life had been fulfilled, rather than ended. However, his new body could not go down into the water. He could not go back to tell his friends the good news. Suddenly he understood. He knew their time would come. One day, they too would know what he now knew. So, he raised his wings and flew off into his joyous new life, aware and enlightened!

This is why the dragonfly is a symbol for change and acceptance. Fly Free, Fly Strong!

In 2006, my 10 year old niece passed away after a long battle with cancer. Her favourite symbol was the dragonfly. I never asked her why, but I think I understand now. I hope you join me in this journey to Fly Free, Fly Strong!