S M B L: A Brand for the Demanding Pursuit of Presence.
Northern California, May 1, 2025 — S M B L (pronounced ‘symbol’) stands for ‘simple moments breathe life’ and launches today with a ‘simple’ but powerful premise: presence is everything. S M B L is a brand for those who find clarity, purpose, and freedom through movement on the trail, in the water, on the road, or just in the moment.
S M B L was born from the vision of Jonathan Hart, founder of the iconic hunting brand Sitka, and inspired by the story of his son, Karsten. An athlete who has approached each day with intention and a quiet intensity, driven not by accolades but by a personal standard of growth, discipline, and presence. S M B L was built for those individuals like him that are committed to the process, those who push boundaries not for recognition, but for the calm that comes from focus, growth, and living fully, right now.
“We created S M B L to serve people who don’t just participate, they immerse,” said founder Jonathan Hart. “S M B L is about more than what we wear, it’s about how we show up. It’s for people who value the clarity that comes from being fully present.”
S M B L is launching with the Foundation Tee, an organic premium shirt designed with intention, from the source of the materials to the final stitch. Built to balance comfort, capability, and longevity, the Foundation Tee reflects the brand’s belief that aesthetic and performance are equally important, and that what we wear should support how we move through the world. This launch marks the beginning of a thoughtful journey, with dedicated collections for mountain bike, surf, and snow rolling out throughout the year, each designed to meet the moment, and support the pursuit.
What sets S M B L apart is its clarity of intent. Every product is developed with discipline and purpose, grounded in a commitment to quality and guided by the values that shape the brand: awareness, growth, curiosity, and resilience. Each piece is designed to feel good, function well, and reflect a mindset of balance between effort and ease. Most importantly, the brand keeps in mind the process of ‘Grind>Mastery>Flow>Awake’ to design anything.
At its core, S M B L is rooted in the shared perspective of its community. It’s about presence, not performance. The quiet that comes after effort, not applause. Community, not category. And a recognition that the moment we’re in is the one that matters most.
S M B L is now live HERE
About S M B L
S M B L is a brand of Two Point Zero Holdings (TPZ), a next-generation platform reimagining how consumer brands are built, scaled, and sustained. Founded by industry veterans with a track record of disruptive innovation, TPZ operates like a modern-day collective—lean, strategic, and relentlessly focused on brand love, creating meaningful connections from first touch to lifelong advocacy.
Press Contact:
Brandon Martinez
Senior PR Account Manager | Backbone
brandon.martinez@backbone.media
970-963-4873 ext: 1135