Our story so far.


The Brand

this webshop was created after a Danish ultrarunner started using the hashtags #dontbeshit, #alwaysfullgas and #butdidyoudie on Instagram and in her mindset.

soon more people started to use the hashtags.

with every purchase you will receive a little booklet with some wise words about the hashtags and the meaning behind.

Contact Us


Birkemose Alle 37, 6000 Kolding – Denmark

Our Team

  • Kristina Schou Madsen

    Kristina Schou Madsen

    Founder & CEO

  • team-member

    Sandford Davies

    Creative Director

  • team-member

    Michelle Fogh

    Webshop manager

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