A few years have passed and it's an understatement to say the project has proven successful. Its viral popularity reveals a founder who knows the mind of the more discerning modern man. From that plot of land upstate, Hranek launched an aspirational brand that manages to encompass so many of the things men love and covet. Titles and themes cover a litany of interests personal to Hranek, from the perfect Negroni to his favourite Rolex. In his own words, this results in "well-crafted and well-tailored things, simple food, a good story, an off-the-beaten path trip, a good hunt, a trout stream, European sports cars, pickup trucks, a well-made cocktail, or an unapologetic can of cheap lager beer." That's a list we can get on board with.