i [verb] u is a small family business with big ideas.

the concept originated when Cyrus' wife asked him a simple question after she returned from an academic conference: "did you miss me?"

he responded, "of course, i missed u, i love u, i adore u, i cherish u," and so on. eventually running out of words – thank goodness – he said "i verb u" and an idea was born.

this idea grew with the reality that i [verb] u is more than positive verbs to a person: "i [love] u," yeah, but also "i [envy] u, barbie," or "i [loathe] u, older sibling."

in fact, this is self-expression in rarified form, because every moment has a caption. and with our mission, we know first hand that the arts and education are also forms of self-expression.

with regards to our apparel, Cyrus' mother was a professional seamstress and dragged him to fabric stores as a kid. a lot!!! although he hated it all at the time, the experiences made him appreciate "a quality stitch." that quality is in everything we offer!!!

we ask that you express ur now. and share it. post how u [verb] on socials. but first and foremost... live it!!!

express ur now

i [verb] u