VANCOUVER, B.C. — December 16, 2025 — As the year comes to a close, our Triple X.O.G. year-end team dinner was a timely reset—an opportunity to step out of execution mode, get everyone in the same room, and acknowledge what it actually takes to build a brand from the ground up.
This wasn’t a “formal program” kind of night. It was intentionally simple: good food, straightforward conversations, and a chance to reconnect as people first, operators second. In a business where timelines compress and priorities shift weekly, creating space to pause is not a luxury—it is a performance strategy.
A moment to recognize the work behind the wins
Year-end milestones are easy to summarize but hard to earn. This dinner was about recognizing the unseen effort: early mornings, late-night problem solving, last-minute event pivots, production details, and the constant discipline required to keep quality and consistency non-negotiable.
We took time to call out what mattered most this year:
- Team members who carried projects across the line with speed and accountability
- The quiet fixes that prevented bigger issues downstream
- The operational habits that improved our execution cadence
- The customer moments that reminded us why this brand exists
Re-centring on what we are building
Triple X.O.G. is more than a product. It is a brand built on cultural pride, community equity, and the conviction that we can create something distinct—without diluting the story to fit a template.
The year-end dinner gave us space to reflect on the larger narrative: not just what we shipped, but what we learned—about the market, about consumers, and about ourselves as a team. The strongest takeaway was simple: when we stay aligned on the mission, the tactical decisions get cleaner.
Closing the year, setting up the next one
We also used the dinner to look forward—informally, but with intention. The next phase of growth demands sharper operating rhythms, better processes, and even tighter brand consistency. That means continuing to invest in the fundamentals: product quality, field execution, customer experience, and team communication.
No theatrics—just clarity on where we are headed and what “good” looks like next.
Gratitude, executed
To our team: thank you for showing up with discipline, creativity, and resilience. Building a brand is not easy, and it is rarely linear—but the quality of the people in the room determines the quality of what gets built.
We ended the night the way we hope to approach the new year: grounded, aligned, and ready to execute.
