Our Story
LIFE'S TOO F-ING SHORT.
It started as a phrase.
Founder Alex said it so often that friends and family began repeating it back to him. Before long, it became more than a saying—it became a mindset.
A reminder to stop waiting.
To take the trip.
To chase the dream.
To call the people you love.
To take the chance.
To live with intention.
What started around the dinner table with Alex and his sons Alejandro, Ayden, Kyle, and Luke has grown into LTFS.....a lifestyle brand built around one simple belief:
Life's too f-ing short to live with regrets.
Whether you're wearing one of our hats on the golf course, at the beach, on a hike, during a workout, or on your next adventure, we hope it serves as a reminder to make the most of every day.
Now we have one question for you...