PHOTOS ON THIS AND OPPOSITE PAGE COURTESY OF YNOT LIFESTYLE BRAND, LLC
When life comes knocking, you answer. Cody Moran didn’t wake up one day expecting to be in a car accident that paralyzed him. He wasn’t expecting to be diagnosed with leukemia. With the help of his friends and family, he faced those tests of life head on—all in. And that is what YNOT Lifestyle Brand is all about. This is an apparel brand based on delivering a message to the masses: “Live life over the edge – tomorrow is never promised.” It’s a brand you can wear that has an incredible meaning and backstory. Because Cody’s story is so powerful and inspirational, it has really begun to spread rapidly. The brand on the apparel was created to serve as an emblem which reminds people that tomorrow is never promised. All four of the owners grew up in the country-western lifestyle, raised around rodeo and farming, so the team knew the exact market with which to share the story. They directed their message to those sharing their same lifestyle. “We know the challenges agricultural families and rodeo families face, we wanted our message to hit home for those who need uplifting,” YNOT co-founder Zebb Luster says. The message has reached rodeo athletes and families all over the United States who have since adopted the YNOT motto and brand. And it means a lot. They are proudly representing YNOT on their vests, trailers and everyday wear at some of the biggest rodeos in the country. Jess Lockwood, 19-year-old PBR rookie of the year, has been a supporter of YNOT from the beginning. “So many companies in today’s world,” he says, “don’t have meaning behind their brand. YNOT has one of the coolest stories and
YNOT Lifestyle Brand has been adopted by such cowboys as Dakota Felton (top right), a YNOT Elite Rodeo team member.
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