My Vision is to create Clothing specifically for the Sport I Love, Ice Fishing.  There's Nothing Better than Sitting Out on the Ice with Nothing but Your Gear and Your Thoughts Watching the Wildlife Around You.  It's Simple, Relaxing, and a Fresh Breath of Inner Peace.  That's Where  I Collect All the Goofy Ideas for my Shirts!  And I Will Continue to as Long as You Let Me - Jay Kangas