To say that you are a Florida native is to claim a mark of distinction. For many of us that identity is an anchor that helps us stay connected to the real Florida beyond the sprawl, the interconnected flora and fauna that is truly rooted here. For some of us the most potent symbol of our pride is not a flag or an area code or a school or a politician—though we may have our favorites—but sacred creatures and habitats and the deeper layers of human culture.

I started this with a burning love for what's left of wild Florida and a conviction that us Florida natives and lovers of Florida native wildlife can flex a little, too, as we work to protect and restore it. Our designs show that love of place in a subtle but bold way, with pride and love for where we're from and what we feel responsibility toward. We pay independent artists and screen printers to bring them to life.

"To be rooted," wrote Simone Weil in 1943, "is perhaps the most important and least recognized need of the human soul."