The name of the brand came to me after being inspired by the film whose first rule is not to name.

As Tyler Durden said in Fight Club: "I see all this potential, and I see squandering. Goddammit, an entire generation pumping gas, waiting tables—slaves with white collars. Advertising has us chasing cars and clothes, working jobs we hate so we can buy shit we don’t need. We’re the middle children of history, man: no purpose or place. We have no Great War. No Great Depression. Our Great War’s a spiritual war; our Great Depression is our lives. We’ve all been raised on television to believe that one day we’d all be millionaires, and movie gods, and rock stars. But we won’t."

However, at Durdenness, we believe that while we may not all become millionaires, movie gods, or rock stars, it is still possible to become a better version of yourself.

We believe in consistency, hard work, and a positive mindset.

So don’t be one of those who waste their potential—unlock your full potential by working on yourself every day.

Every day, every hour, and every second offers a new chance to start building the habits that will lead you to the best version of yourself. So don’t waste any more opportunities—begin now