The HAKU Story

HAKU began with what might sound like a cliché fitness story. Someone lost, unmotivated, unsure of who they were or where they were going. Overweight, low on confidence, and lacking direction. What started as a simple goal to get in shape became something far deeper.

Through discipline and determination came progress: weight lost, confidence gained, and a renewed sense of self. But when the goal was finally reached, a new question surfaced...

What Now?

When you spend years defining yourself by a single journey, you eventually realize the finish line isn’t really the end. When you spend years defining yourself by change, you forget who you are when the change slows down.

What ends up happening is this person‘s identity becomes their weight-loss journey, and the question starts to creep in - "What now?"

When you define yourself for multiple years around this journey, hitting micro goals until a point of wanting more and looking for more meaning in life. Whether that's looking to inspire others around you or having a specific end-achievement.

As the founder of HAKU, this was my story. I got to a point in life where I started to go a little stir-crazy, trying to figure out what I was looking for and what my meaning was.

What am I supposed to be doing today? What is my end goal? What is my destiny?  Who am I supposed to become? What am I supposed to achieve? What am I supposed to create for this world, and what is going to be my legacy to leave behind?

That realization hit hard. That’s when everything started to shift.

I began to understand that life isn’t about chasing one final destination; it’s about how you live along the way. It’s about who you become and what you give back in the process.

Through 30 years of experience, failures, achievements, heartbreaks, and lessons learned I started to see a pattern and a foundation that carried me through everything. Four simple values kept me grounded no matter where I am in life:

Hard Work. Attitude. Kindness. Usefulness.

Those four words became more than just reminders. They became a way to live!
They became HAKU.

HAKU is a mindset. A daily practice. A reflection of who you are when no one’s watching.

It’s not about perfection or comparison, it’s about effort, energy, and purpose.

It’s about asking yourself each day:

• Did I put in the work?
• What kind of mindset and energy did I approach today with?
• How did I make others feel today?
• How did I make the world around me a little better?

Whether you’re on your own journey of transformation or still figuring out what that next step looks like, remember that meaning doesn’t come from the end goal.

It comes from the values you live by every single day.

The HAKU Way

Just as our core values speak to a way of life, they align to all of our products and apparel. Designed and manufactured without cutting corners, spreading a positive message, encouraging kindness and serving a purpose!

Be hardworking.
Be positive.
Be kind.
Be useful.

Bring those values into everything you do, and you’ll find fulfillment.

Be HAKU

Sincerely,

Tom Crincoli - Owner / Founder, HAKU

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