It started with a visor.

I made a custom black visor that said one word: EBITDA. No logo. No slogan. No tiny embroidered goat on the side. Just the acronym finance people mutter in meetings like it’s a personality trait.

Then I wore it in Mexico.

Total strangers kept stopping me to ask where I got it.

Not once. Not twice. Enough times that it stopped feeling like a fluke and started feeling like a signal. Beach walks. Dinner. Casual “hey, nice hat” energy from people who clearly lived in spreadsheets when they weren’t on vacation.

That’s the whole origin story. No venture thesis. No focus group. One piece of headwear that somehow worked as a handshake for people who know what EBITDA means and still wanted to smile about it.

So I started EBITDAswag. Premium finance-humor merch — visors first, then hats, tees, and drinkware — for PE, IB, founders, MBAs, and anyone who says “circle back” without irony.

Not financial advice. Just financial swag.