About

The company "AMFR" (OK, the long name is “Ain’t My First Rodeo, But It Might Be My Last”) is a lifestyle brand centered around embracing risk, adventure, and the thrill of living fully. Its mission is to inspire individuals to step outside their comfort zones, challenge the status quo, and pursue experiences that bring growth, joy, and fulfillment. This lifestyle encourages its community to take bold risks, whether that’s through travel, creative endeavors, hobbies, or crazy lifetime milestones or challenges, or simply pursuing their deepest passions without hesitation.

At the heart of AMFR is the belief that life is too short to play it safe. Through community input and funny apparel and bumper stickers to get the message out, the company empowers people to explore new horizons, push their limits, and savor every moment. Whether it’s hiking a remote mountain, starting a new business venture, diving into a new hobby, getting married for the 4th time, or putting hot sauce on stuff that makes no sense, AMFR is about living authentically and with purpose, choosing excitement over comfort, and thriving in the face of uncertainty.

• Bold & Authentic: The brand speaks directly to those who thrive in the face of challenges, encouraging them to take risks, explore new hobbies, and live a life full of energy and excitement.
  
  
• Lifestyle Focus: The apparel isn't just about fashion—it's about representing a mindset. Whether you're scaling mountains, jumping out of planes, or exploring the unconventional, our “stuff” speak to those who refuse to settle for the ordinary.
  
  
• Inclusivity of Passion: The hobbies and activities featured by the brand embrace diversity in adventure—mountain biking, extreme sports, travel, photography, rock climbing, surfing, or even more unique activities or life’s milestones that push personal boundaries.

What’s this About?

Making chances can lead to growth, success, and new opportunities. It involves stepping out of your comfort zone and embracing the unknown. However, it’s important to recognize that risks come with the possibility of danger.  Balancing the desire to take risks with an awareness of these potential consequences requires thoughtful consideration and preparation. While the rewards of taking chances can be significant, understanding and accepting the inherent risks ensures that we approach life’s challenges with both courage and caution. In the end, it’s about making informed decisions, being aware of the dangers, and weighing the potential outcomes to live a fulfilling and mindful life.