We all belong to a common thread that makes the world a smaller place and appreciates the magnitude of connecting the ever-fascinating dots of life.

Late in the summer of 2013, Chris Rucker, owner of the branding and marketing studio KRUHU, was vacationing in his lifelong family destination of Rosemary, Florida when inspiration hit. Conversing and connecting with other vacationers and observing memorable moments resulting in the camaraderie of strangers struck a resounding chord.  Connections are created around landmarks, defining moments, benchmarks, and milestones that are impressed upon our DNA by legacy, kinship and association. This compound rises above cultural diversity and stigma-laden opinion and becomes a soul magnet that binds us together.

With an inspiration of mission and vision, Rucker returned to his KRU and together they crafted the Land of Thee brand. The affinity for their hometown of Augusta, Georgia served as a natural refinery of voice and vibe and became a testing ground for designing and producing apparel that instilled loyalty and love for our home town. Our goal is to spread and share the appreciation of connection to everyone everywhere. With KRUHU being no stranger to hatching and launching brands across all markets and in all media, an internal culture-brand was born.

Established

With Land of Thee in its third year of development, some friends of Rucker’s brought an idea that would ultimately resonate, compliment, and enhance everything. The EST. line of apparel had been a fledgling idea for about a year when the epiphany to combine the like-missioned brands was established – pun intended. EST. is a classic date stamp compliment to the mod-crafted urban vibe of Land of Thee. With the flagship in place and fully operational, the EST. line fell into a natural groove and the momentum shift resulted in an incredible partnership. One that shares a common belief in the cultural impact of the Land of Thee mission, the same appreciation of connection and even a common affinity for that same stretch of 30A where it all began.

Our team is now a dream machine of talented and creative brand ambassadors, marketers, and designers who channel the stories that create the engine so that the apparel is the vehicle that communicates the love…the love of personal connection where creativity flows and inspiration is fostered. An inspiration that is the very substance that evokes emotion that everyone can appreciate. Connection.