Made of Bones & Butterflies: A Personal Story of Creation & Transformation

Hi I’m TJ, the founder of an apparel brand called “Bones & Butterflies”, and I want to share with you a story about not just the birth of a brand but the (kind of) rebirth of a person – me. This isn’t your typical rags-to-riches story. It’s more like a ‘nothing-to-something’ tale, where the “something” is a brand born from a need to feel alive, to do something worth waking up for, or better yet, staying awake for.

The Genesis of an Idea: A Digital Awakening

Let’s rewind. There I waz. Feeling like I’d hit rock bottom. You know the drill? Struggling with addiction, mental health, the whole dark night of the soul gig. That’s when it hit me. I needed something, anything, to pour my energy into. Enter Bones & Butterflies. It started as just a laptop and a flicker of an idea, a desperate grasp at finding purpose again.
So, I set up shop at my living room desk and got myself an iPad and an Apple Pencil. Trust me, it’s easier for me than trying to draw with a real pencil. Suddenly, I was creating, learning, laughing at my own one-liners. It was just me, my digital tools, and a sea of ideas. Bones & Butterflies became my container for these ideas – a place to transform thoughts into something tangible.

From Loneliness comes Creativity…

Most times, it was just me. No crowds, no validation through Instagram likes. Just me and my thoughts, which, to be honest, was a bit scary at first. But I realized that’s where the magic happens. In the solitude, away from the noise, that’s where Bones & Butterflies truly took shape. It was the bones of my operation, pun intended.

Mantra before the “Fashion Marketing”

One night, in the midst of all the creative chaos, came the mantra. I already had “Ex Animo” tattooed on my arm, a constant reminder to live from the heart – a forever reminder that came at the end of a 4-hour tattoo session because it looked cool in the font I picked. I paired it with “Memento Vivere” during one of those long brainstorming sessions. “Memento Vivere Ex Animo” – Remember to live from the heart. This became the soul of Bones & Butterflies. It’s not just a tagline; it’s a way of life now – apparently.

Creating Bones & Butterflies wasn’t (fully) about launching the next big fashion trend. It was about creating a platform for expression, for myself and for others who resonate with a good story. Each piece we design carries a bit of the B&B story with it, a fragment of a larger narrative about overcoming, transforming, and choosing what makes you feel alive.

The Unconventional Journey: Late, but Alive

They say the journey of a thousand miles begins with a single step. Well, my journey began with a single click, a tap on a screen, and a whole lot of trial and error. I’m often ‘late to the party’, and I guess the same goes for Bones & Butterflies, but I’d like to put in a solid effort on our behalf when I show up.

So, here’s the thing about being ‘fashionably late’ – it means you’re still in the game. In the story of life, being late to your own funeral is actually a good thing. It means you’re not dead yet; there’s still time to yell, to laugh, to create. Bones & Butterflies (and myself) might have been a bit late to the fashion scene (and our own funeral once or twice), but we’re here now, full of stories, ideas, and a relentless drive to create that vision to its fullest.

Remember, whenever you step out in one of our creations you’re… well, you’re still just wearing a piece of clothing. But also you’re carrying a piece of a journey, a testament to the power of transformation and unapologetically living heart-first, heart-on-your-sleeve type sh*t. Go ahead, wear it wherever, embrace the story, and inspire your own transformation. After all, the best chapters of our lives are still waiting to be written (or rewritten several times, like me.)

xX T. Xx ☠️🦋❤️