Fanning the Ember

Emmett McPartlin

Canmore, Alberta

I first designed a shirt for the Los Chuchos brand in 2014.

It turned out ok. The process was more complicated than I thought it would be and I wasn’t thrilled with the results. So I kind of gave up. Around that same time I pitched an idea to a big energy drink company (that gives you wings). The idea was a video series called “Unsung”. It would feature “every day heroes” – people working day jobs and raising families, but still finding the time, the courage, and the dedication to pursue – and excel at – their passions. Hard pass from the energy drink folks.

So, in both cases, the ideas got left behind, but not forgotten. I’d play around with designs in my spare time, designing shirts, hats, tequila bottles. I’d complain to friends about how I was sick of seeing pro athletes on video trips to places I’d probably never go, and that someone should start a company that puts the real heroes front and centre.

I had one kid, then another. I went through a few jobs. One day I just realized that it was time to stop thinking about what those ideas might be, and start taking steps to seeing what they could actually grow into with a little hard work and dedication.

So what you see here is those ideas coming to life through profiles of people I admire and want to know more about.

”“When we dig in the ashes, we find one ember, and very gently we fan that ember. We blow on it, it gets brighter, and from that ember we rebuild the fire...That tiny breath of the living spirit - that’s what you and I are here to celebrate.”
Ram Dass

5 Questions

What’s your motto?

Robert Anton Wilson said: “I define the power elite as myself and my friends – and that’s a winner’s script.” I think that has really helped me shape how I think about things.

What single person has had the biggest impact on your life?

My wife. I would probably be in an alley somewhere if it wasn’t for her.

What has been your biggest adventure in life so far?

Probably surfing in Bali. I dreamt about that for a long time and when I finally made it there it felt like I had conjured it – somehow made something happen that I felt would never be possible.