I live in a FISH world. It’s written in the bricks on our front patio, it’s my license plate, and now… it’s the hottest fashion. My husband Joe wanted the slogan to be: “Fuck It Shit Happens”. Although I think it’s awesome and true, it’s a bit abrasive and crude. That’s not really what FISH is about.

For years, people have called Joe, Joe Fish*. Joe used to rock our friend’s brand B.E.E.F. (Be Everything Everyone Fears) on a baseball cap. Everyone would look at the hat and ask Joe Fish why he was wearing a B.E.E.F. hat? So, he custom-made a flat-bill, snap-back hat with FISH across the front. Thus, FISH is born.

*Fish is not our last name. It’s our livelihood. So thank you to everyone who supports the fishing industry.


Due to popular demand, we had a bunch of super soft t-shirts made, along with hats. Everything is made in the USA and they are currently available for sale. If you’re local, I’ll deliver to you. If you need shipping, I’ll get you an estimate before I ship out via United States Post Office. We currently accept payment via Ca$h, Check or PayPal.


Hats are New Era, Flat Bill, Snap-Back. The FISH is white embroidery. The hats come in Black, Red, Gray and Navy. FISH Hats are $29.99


The FISH Shirts are a super soft blend t-shirt. The FISH is white screen-print. The t-shirts are unisex and they come in Small, Medium, Large and Xtra Large. The t-shirts come in Black, Red, Blue and Gray. The FISH T-Shirts are $19.99

Contact Joe or Chelsea for ordering.

Chelsea K. RayComment