In the year or so since we started The Archetype, we’ve had a blast, but we never quite pinned down what it was that we were. Are we just some facebook page about dudes that drink too much and look for trouble? Are we about making videos and pictures or are we just a repository for funny stuff we’ve found surfing the net? Is The Archetype a legitimate business or is it just how we justify our good (and often bad) decisions? The truth is, The Archetype is all of those things and so much more. It’s a catch all for a way of life, and that’s incredibly difficult to pin down with a catch phrase or slogan. German and I regularly butt heads about our creative goals, not because we have different visions for the project, but because the project encompasses so much that we struggle to mash it into an existing niche. Somewhere afloat in the Atlantic Ocean, convinced that I was going to die, it came to me: it’s time we created our own niche.
My wife asked me a short time ago why I feel like I have to take trips that give me more anxiety than pleasure and why I’m always looking for a way to challenge myself to fail. Without giving it a second thought, I responded, “because a long time ago, that’s the man I chose to be.” We climb mountains because they’re there, because a beer tastes sweeter when you earned it, and because you can’t have victory without the occasional defeat. When Shawn, an Archetype contributor spoke to a greasy, long haired boat mechanic in Ocean City, NJ last week about how ridiculous our most recent trip was, the mechanic looked up at him from a sweltering engine bay, shrugged and said, “everything awesome has to be a little bit ridiculous.”
So stick with us folks, The Archetype is here to change the world.