HVIII (sound it out: H+Roman Numeral 'VIII') is a strong term that many will find negative. Good. So do I. I refuse to not get better. It is not an option. I will make the sacrifices necessary to be the best. This attack on the self is necessary because if I don’t train everyday with the intention of destroying the old me, then I’m missing something. This is the fire I feel, that I want you to feel. This is the fire, the hate, the motivation for improvement.

HVIII Brand Goods is a lifestyle brand that is based on a very simple philosophy

Turn negativity into positive results.

Everyone has doubts, everyone worries about just how much they can accomplish. Don't hide from those thoughts; let them drive you. Find adventure, chase strength, build something. Whatever you choose to do, put your whole self into it and enjoy yourself in the process.

The process is everything.

At HVIII Brand Goods, we make apparel and accessories with an emphasis on style and quality. Every item we create starts with a basic idea: Is this something we would want for ourselves? If the answer is 'yes' then we obsess over getting it just right so we can share it with you. Carrying the HVIII Brand Goods message on your body is a statement of support, and we take that seriously. Loyalty above all. You deserve our best, and we attack every day with the purpose of giving it to you.

Matt Vincent is a traveling strength athlete, two-time Highland Games World Champion, and founder of HVIII Brand Goods. Through his travels, Matt was lucky enough to spend time with exceptional people who were chasing strength, fulfillment, and personal growth in every imaginable way. In Matt's first book, Training Lab, he spelled out the philosophy of “The HVIII,” and tried to capture the spirit of self-improvement through self-loathing. This idea would serve as the spark that led to HVIII Brand Goods and a ton of adventures afterwards. Matt chronicles his travels and conversations with people in the strength game and beyond on his podcast UMSO.