Who We Are

On May 5th, 2020 I was laying on an operating table. The stent to be inserted through my wrist into my 90% blocked vein was a size large. Hmm. Is that good or bad? A nurse whispered, “Tony can you hear me? You are going to feel a little light-headed but awake.” Awake??

Yes, I was feeling a little strange with weird thoughts, too. I wondered if I would make it until the 12th, my youngest daughter’s birthday. Would I be there to encourage my oldest daughter who’s battling breast cancer to live without fear? Yep, this is it. Wow! THIS IS IT!  Either I wake up in heaven or a recovery room – alone. No visitors during Covid.

Well, I made it. Now what? Oddly enough, the phrase “this is it” kept popping up in my mind. Eventually, I had cataloged over 3,000 phrases using the word it.  “it” can mean anything. It can reflect your personality. Your inspiration. Your attitude. Your faith. Your grit. Your habits.   Your lifestyle. (The underlined words all have the letters “i” and “t” in them.)  Ït is what you want it to be. Go4 Ït.

Without being too weird, I used the umlaut from my Swiss ancestors, Kähr, and placed it over the letter “i” which formed Ït. Hey, I was drugged up and locked down in a hospital room. Nineteen months later, Ït was trademarked and registered with the USPTA. Finally, Ït’s go time. I bought the first hat from our website, iitbrand.com, for my wife, Hug Ït. What’s your Ït… about?

Mine was about selling these: s,i,e,t,t,l,o. (Wordscape: spell the word correctly and use it as a discount code.) Apply the discount code at check out and receive $8 dollars off each hat. Limit 5. Free Freight. Offer expires 12-3-2025.

I’m retired now and having fun with Ït and helping those without Ït. Proceeds from the sale of Ït branded hats fund the Cure Ït Campaign. Please click on the Cure Ït Campaign button for information.