Where It All Started
Our First Venture, Still True to Its Roots
Long before Kalince Holding wrote a line of software, it printed a t-shirt. The Veritas Ethos started as a simple idea: clothing and gifts for people who are done keeping their convictions to themselves.
There was no shortage of apparel brands built around irony, ambiguity, or a message that needed a second read to land. There was a real shortage of apparel that just said what it meant — plainly, proudly, and without a disclaimer in the fine print. The Veritas Ethos was built to close that gap.
Every design comes back to the same handful of convictions, said a different way each time — the seven you'll find laid out below. None of them are new ideas. All of them are increasingly rare to see printed on a shirt without a wink or a caveat attached.
The Veritas Ethos remains a smaller part of what Kalince Holding does today. But it's the reason the company exists at all — and the values it stands for are the same ones behind everything Kalince Holding builds next, from software to services.