In 2013, something unexpected happened: DogPhresh became more than clothing.

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Jayson launched a 30-day positivity campaign on Twitter, encouraging his followers to share positive messages using #DPOE—an acronym for DogPhresh Over Everything. He made a point to engage with the people participating, retweeting their messages and helping spread the positivity even further.

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Day after day, #DPOE began taking over timelines. More people joined the conversation, shared their own positive messages, and helped push the movement beyond its original audience. Even the critics created more attention around the hashtag.

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Soon, a simple question kept appearing:

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“What’s #DPOE?”

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What started as a hashtag was becoming a movement—and the meaning behind the brand was beginning to matter just

as much as the clothing.