Why I Created Shovel Club Co
Steven Tyler — CEO & Founder of Shovel Club Co
You're not alone. Keep digging.
I'm Steven Tyler, CEO and Founder of Shovel Club Co. I created Shovel Club Co as a dark humor clothing brand with a deeper purpose to spread mental health awareness and remind people that they're not alone in what they're going through.
Sometimes life gets heavy. Sometimes we feel too much, think too little, overthink everything, or use dark humor simply because laughing can be easier than explaining what is happening inside our heads.
Shovel Club was created for those people.
The shovel represents the things we carry, the holes we sometimes find ourselves in, and the choice to keep digging toward something better.
The designs aren't just graphics. They're reminders. Each shirt tells a different story about the weight people carry: exhaustion, mistakes, accountability, self-doubt, emotional pain, the surface we show the world, and the battles that nobody else can see.
Dark humor doesn't mean the struggle isn't real. Sometimes humor is how people cope, connect, and realize that someone else understands.
That's what I want Shovel Club Co to be: a reminder that you don't have to pretend everything is okay, and you don't have to feel alone because you're struggling.
This brand is about honesty, resilience, self-care, and continuing forward even when the next step feels impossible.
You may be carrying more than people realize.
But you're not carrying it alone.
Keep digging.