morning, sunrising — the best sweatsuit on earth — my dog, ’66 Lincoln and a middle finger to the everything that doesn't make me smile
__________

Golden light cutting through trees.
Birds somewhere out there, saying too much.
Sky’s still heavy, but it’s trying.
Morning. Thick. Honest. Quiet in a way that feels loud.
Concrete underfoot
Step outside. Bare.
Slip on my Black Bear Brand suede sandals.
Soft. Meant for mornings like this.
Old money green terry sweatsuit.
The best fucking sweatsuit in the world—thick, warm, built to last.
I love it.
Carries the weight.
Doesn’t flinch.
Dog at my side.
Pit bull.
No leash. No talk.
We know what this is.
Lincoln sits waiting.
’66. Suicide doors open like a threat or a prayer.
Long, green, too much.
Perfect.
Dog follows.
Drop in.
Key turns—slow growl.
Alive
Bone-framed Black Bear Brand glasses.
Nothing to hide behind.
We roll out.
Green to concrete.
Gold light flickering through firs.
Everything waking up slow... 
Mouth open. Swallowing light.
Seattle tunnel ahead.
Good mornings.
Middle finger to whatever.
This is the start.
It always is.
And we’re off.

5 a.m. World’s out cold. Dreaming. Silent. I’m up—barefoot, tattooed. 

Alive. The kind of alive that smiles cause it shouldn't be. Crashes. Long rides. Nights I shouldn’t have survived. Wild years. 

Joints snap like dry twigs. Spine creaks. Old pain, familiar. Worm in. Etched into the skin, under the ink.

My body—map of mistakes. Masterpieces. Bad decisions. Dumb luck. Some good. Pain. Breathe. Smile. It stays. A medal. Like armor.

My old-money green sweatsuit. Fold it. Cold breath and blood running hot.

Outside. My BlueCube. 37 degrees. Ice hums low, waiting. Still, deep. She’s hungry. My ritual. Step in. Breath gone. Skin burns. Three minutes. Maybe forever.

Calm. Breath. Cold. Skin tightens. Heart slows. Thoughts scatter. Some stay.

The start the day. Discomfort, confrontation, comfort. 

First break. Birds moving. Sky gold at the edges. Sunrise. Best time, heaven, the world hasn’t figured it out yet.

Fuck aging.

Sunrise, I love the morning. 

-josh

I didn’t set out to build a brand. I set out chasing to smile, to feel, to live... and keep on keepin on.
Black Bear Brand came from what I'm dreamin—from the road, my middle finger to belief that if something doesn’t exist, I'll find a way to make it. My life is what it is from chasing my dreams, fucking up, traveling everywhere I could, crashing shit, getting marked for life with black ink in Japan, chasing everything to feel and fill an unfillable void in me.
Designing, for me, isn’t a mood board or a mission statement—it’s releasing the insanity that is in me. It gives me a moment of sanity.
I grew up in a time before everything got soft. When freedom wasn’t a post, it was a way of life. You chased it. Bleed for it. That era is where my heart and head still gets its rare moments of rest.
Welcome to the mess, the mission, the madness.
—Josh

Road—freedom stretched to the horizon.
The West—mountains, buffalo, sky so wide it could swallow you whole.
Bike—pure, mechanical truth, built before the world got soft.
Black Bear Brand jeans, vest—hand-quilted waxed canvas—the best.
World blurred, America—magnificent, wild, madness in motion.
-josh

Blue. Deep. Light. Ocean sky smashing together. Indigo—not one color—every color.
Jacket—indigo leather, hand-dyed, smells like ghosts.
Yesterday a blur. A girl, lipstick on my collar.
Sky melts into sea. Fine line of blue.
Head spinning. Calm, then not.
Dream or memory—smile.
Here now. Nothing else.
Blue. Blue.
Here I am.
-josh

I don’t know where it starts. Maybe it never did. Maybe it’s always been— Something deep in the marrow, A restless thing gnawing at sleep.
I come to Japan, Think I’ll find it. Whatever it is. And leave knowing less than before.
Kyushu. Oita. A road winding, carved by time, Harley growling through bamboo hush, Crows calling from mist and memory.
Days before— Denim looms hum in Okayama, Needles carve ink in Tokyo, Now— Samurai land, monks and ghosts, Old friends, familiar laughter, Rice steaming, fish on the fire.
The road bends. I bend with it. Seeking, chasing, A ghost of an idea, A pulse of inspiration— Grasped, gone, laughing in the wind.
Jacket worn, scarred like me. Jeans stained with dust and rain. Varsity jacket, stitched with past lives. A map, a story, A record of the ride.
And today— A new page. The fire feeds the ride, The ride feeds the fire.
No destination. Just the road. Just the ride. Just the spark of what’s to come.
Maybe I never wanted to find it. Maybe I just wanted the chase.

History thick in the air. Samurai ghosts, ink-stained hands, the hum of old craftsmanship. I stand here, wrapped in ten years of Black Bear Brand—stitched into time, stitched into me.
The Varsity Jacket. Every patch, a moment. Hand-drawn. Chain-stitched. Madness. Over twenty hours of needle and thread. The Black Bear Brand USA & Japan ship—four hours alone. Precision. Obsession.
Steerhide sleeves, white as a storm’s underbelly. Navy melton wool, deep as twilight. A varsity jacket, evolved. Built different. Made for the few. The ones who know.
A month away from release. By then, I’ll be gone. Somewhere between here and nowhere. But today—Tokyo. Art. Craft. History. A decade of creation on my back.
A road to everywhere.

- josh

The road, cracked, sunburnt, a thread through the wild west.  
Wind thick with dust and sage. Freedom—the burn of the sun, the bite of the wind, the silence that means something.
Japan drifts through my mind—Okayama, where denim is more than fabric, where looms hum like prayers, where indigo stains like time, obsessed, relentless. No shortcuts. No compromise.
Built for this road, for men who ride, who chase the horizon with no need for a destination.
The memory fades. The West is here, now...

- josh

The road is a promise, whispered in salt and wind. It calls to the wild, the restless, the ones who know that peace is a fleeting thing, found only in motion. tremembers. Every mile. Every moment. Every choice.

Rain like knives. The storm hitting sideways, wind howling, screaming, trying to rip me loose. The Pacific below, black and furious, waves tearing at the cliffs. The road ahead—a slick, winding thing, twisting through the chaos. I don’t think. I just go. Fast. Faster.

The rain eases.  The storm lost interest. The sky, torn open, bleeds blue and gold over the highway, over the cliffs, over the Pacific rolling endless and black.

I stand there, my heart hammering in my ears. The ‘37 Flathead sits off to the side, steaming, tilted just enough to say it won’t be riding out of here. The frame—twisted. Something’s bent, something’s broken. I don’t check. I don’t need to. It’s out of commission. For now.

The ‘48 Panhead. Oily. Loud. Built for this. The seat feels different. The bars sit higher. The weight shifts under me like a second chance. I kick. Once. Twice. Fire. The beast wakes up angry. The sound echoes off the wet pavement, off the empty highway, off the last remnants of the storm.

The Northern Dream Jacket—shearling lined, soaked through, but unyielding—holds the memory of the ride, the crash, the road. The Black Bear Brand jeans, worn but untouched, carry the proof. No rips. No tears. No questions.
The storm is done. The sun is rising. The road is waiting.

Rain. A war drum on the Pacific Coast Highway. The storm eats the sun, leaving the sky bruised, bleeding wild colors across the ocean. Waves smash the cliffs, spray whipping like shattered glass. To my left, the canyon. To my right, the abyss.

Denim soaked. The Northern Dream Jacket heavy, alive, clinging to me like a second skin. The road twists, black and slick, a serpent winding through chaos. Wind tears at me, trying to peel me off the bike, but I lean in, push harder. The rain stings. Feels good.

Four states, a thousand miles, a blur of mountains and desert and neon reflections in motel windows. This road is the last stretch, the final test. The line between sane and insane, between the dream and the drop.

Lightning cracks. The world lights up electric. The ocean screams back. I am nothing out here. Just a man, a machine, and a storm that doesn’t give a damn.

The jacket, the denim—soaked, weathered, marked by the miles. Not just clothes. More than that. Proof. That I was here. That I rode through the storm and came out the other side.

Mother Nature throws it all at me. I don’t flinch. I grin. We dance.

A fever dream of leather and shearling. Golden curls, rawhide scars. Wild. Untamed. A contradiction. Perfect.

Snow. Endless. Mountains like gods. Nights that swallow you whole. I’ve been everywhere. Japan, Montana, Utah. No straight lines. Just chaos.

Now fire. Silence, loud and heavy. The jacket’s there, half-formed. Sheepskin alive, fighting the dream. Leather screaming its story. My mind—wired, feral. The jacket—it’s happening. No plan. Just madness.

Montana cold. -2. The Panhead sits. I kick. Over and over. Lost. Drifting. The jacket’s in my head. The roads, the scars, the chaos. Time collapses.

The bike howls to life. She’s there, eyes like fire. No words. She climbs on. Legs lock. Heat against leather. And we’re gone.

Through ice and stars. The jacket—creases, scars, a life on fire. A dream that won’t quit.

- josh

There’s something sacred in a stitch. Each one tells a story—whispered prayers, curses muttered under breath, the quiet hum of a needle threading its way through time. The boro jeans had lived more lives than I ever would. They weren’t just mended; they were resurrected, patched and layered like a battlefield scarred and beautiful.

Stitches hold

Boro fabric speaks louder than I do
Patch on patch—layer over layer.

Everything breaks,
but some things
are worth mending.

The cold whispers, in the grip of the storm, I find myself.
Not comfort, not in ease, but in the howl of the wind, the frost-bitten trees.
Unyielding and vast, where time fades away, the future and past.
Mother Nature calls, her voice coaxing, a dare to keep moving, to make the unknown home.

The rain started like a whisper, a sly murmur threading through the evergreens, but it didn’t stay that way. The sky cracked open, we were already deep in it—no turning back. The Pacific Northwest doesn’t offer warnings; it drags you under, spits you out, and leaves you gasping for meaning.

This is a land of extremes, where the mountains stretch higher, the forests grow darker, and the storms hit harder. A place where the line between man and wild blurs, and only the reckless thrive. It’s not for everyone, but for the ones it calls? There’s no escaping it.

I’ve ridden through a hundred landscapes, but nothing compares to this. The cold wraps around you like a vice, the rain a relentless hammer against the steel of your will. And somewhere in the middle of it all, you find clarity. Not peace. Not calm. Just raw, unfiltered truth.

This isn’t a ride; it’s a rite of passage. The Flathead roars beneath me, and the Black Bear Brand coat clings to my back like a battle flag, soaked but unbroken. Each drop of rain, each mile, each roar of the engine—it’s a prelude to something bigger. Something untamed. Something wild.
And now, the storm has arrived.
- josh

Black Bear Brand garment dyed slub cotton pocket tee

Vintage rose bleeds,
Army dreams in dirt and green—
Slub whispers: Feel me.

Navy sinks, Old Money gleams,
Charcoal smokes in twilight schemes.

Threads twist like trips,
Raindrop pocket—a portal.
Seattle hums.

HAVE A NICE DAY Podcast... a Montana moment!

In a quiet corner of Montana, where the mountains stand as witnesses and the land carries the weight of untold stories, a conversation unfolds that bridges two worlds. Jefferson White, celebrated actor from the hit series Yellowstone, and Josh Sirlin, the visionary behind Black Bear Brand, come together at a simple table in the town where fiction meets reality. This isn’t just a chat—it’s a meeting of kindred spirits. Jefferson, who brings the rugged, conflicted characters of the Dutton Ranch to life, and Josh, whose designs embody the wild, untamed spirit of the West, find common ground in their dedication to craft, authenticity, and the stories that shape us.

The air—cold, sharp... cutting through the silence. Mist clings to the peaks—stillness, heavy... chill of fall hanging in the air.
The goose down vest, built for this—this unforgiving land, this kind of life. A symbol of the wild, stitched with purpose. No compromises.
- Josh

The West is not just a place, it’s something carved deeper, etched into the bones of anyone who’s drifted under its open skies. Out here, the land doesn’t soften for you; it’s bare-knuckled, raw, a thousand miles of wild beauty and silence that can leave a man small, and yet, somehow, whole.

Its been pulling at me my whole life—the wind-battered peaks, the long roads cutting through the plains, the kind of solitude that feels like a mirror. It’s where you come to face whatever’s left inside you, stripped down to the essentials.

The road calls me, a relentless whisper that nothing else drowns out. It's the journey I know, the rhythm of tire to road, the chill in the air as winter rolls in and the sky takes on that washed-out, hard edge.

Black Bear Brand , jeans broken in by the miles, gripping the bars of that old '48 Panhead, an iron ghost on a road less traveled. This is the beginning.... every time, something wordless. Just the land, the open sky, and a promise written on the wind. - Josh