In the context of our crazy modern world, there are very few opportunities for us, as human beings, to dedicate to understanding who we are and what it means.

We need to deliberately put ourselves into situations where our identities are clarified and evolved. Strengthened and refined. It’s only in these moments that our souls tell us what is meaningful and true. The rewards are remarkable.

A sense of achievement for overcoming something feared. The realization that we are a tiny element of a universe infinitely larger than all of us. The peacefulness that accompanies time alone. The exhilaration of a new experience we wouldn’t have imagined for ourselves. These moments help define us definitively–and it’s proven in the timeline of our lives. We do not remember our lives by the blurry continuity of everyday life, but rather by the moments where our identities are clarified and crystalized. And then, there’s you. Nothing says “good, clean, soul-satisfying fun” like eating a big plate of lungs flambé or making your heart outpace a hummingbird or filling your legs with quick-set epoxy and letting them harden into immovable resin.

Most people would claim, and rightly so, that you’re as crazy as a rat in a tin can. But not us. You see, we understand. And that’s why we ourselves do insanely obsessive things like spec the finest kit made today, over-caffeinate for long hours in front of a computer monitor and show up at starting lines feeling woefully undertrained and insecure about our tire pressure.

Donkey Label’s ethos is based on simplicity, in life and design. It’s based on the belief that the process, ingredients and the people that go into making a product actually matter. It comes from our unapologetic approach to doing things the way we feel they should be done. Performance has to do with doing something: a concert or play is a performance, and if you want to talk about how well the actors did, you'd rate their performance. The main sense of performance is artsy: actors and musicians (and other performers) give performances. Performance has to do with doing something: a concert or play is a performance, and if you want to talk about how well the actors did, you'd rate their performance. The main sense of performance is artsy: actors and musicians (and other performers) give performances. Performance has to do with doing something: a concert or play is a performance, and if you want to talk about how well the actors did, you'd rate their performance.