Tribe-based brands all have lifespans. On any given day, any of the biggest personality-based companies living entirely on social media and thriving on cheap merch can be dethroned. “High Value Cool Guys" is a brand that started as a tattoo. It pokes fun at a space that takes itself way too seriously, and figures that increasingly fail to live up to their own values [NOT cool, guys]. The most important product in today’s world is authenticity, and that’s what HVCG manufactures.