Principles

Authenticity Over Optics

We live in an era of hyperconnectivity, where virtue-signaling has become rampant—and often rings hollow. Actions matter more than words. We buried this page at the bottom of our site, not to hide it, but because we believe the right people—the ones who care enough to look deeper—deserve to see who we really are.

One of the bravest things you can do today is simply to be yourself. In a culture that’s overly critical and stuck in its ways, it's easy to forget: it’s rarely that deep. Life’s short. Exploring who you are—without feeling trapped by labels—is how you find what’s real.

We value authenticity. Be who you are, and we’ll meet you there. Just be real—don’t force it for attention.

We know. Our core team? A bunch of frat guys. We know the stereotype. But if anything, the fraternity gave us something deeper: the space to be vulnerable, to be honest with each other. Saloon was born from that spirit.

We’re intentional about who we work with. We generally don’t collaborate with groups tied to organized religion. Throughout history, religion has too often excused atrocities and outsourced moral responsibility to authority. We don’t claim to have all the answers—but we trust ourselves more when we get outside, listen to our hearts, and stay clear of easily corrupted institutions.

Similarly, we don’t work with groups that uphold nationalist, racist, sexist, or speciesist ideologies. Mutual respect is the foundation of everything we build. When physical force is used to dominate others—human or non-human—it betrays that principle.

We give people room to learn, but if we encounter abuse, assault, or exploitation—especially of children, the elderly, or animals—we walk away. Fast. We reclaim our equity. No second chances.

Some won’t agree with all of this. That’s fine. We’re not here for everyone. We know who we are—and we stand by it.

If you’re curious about the thinkers who have shaped our views, here’s a starting point: John Rawls, Hannah Arendt, Ralph Waldo Emerson, Immanuel Kant, John Maynard Keynes, Peter Singer, Søren Kierkegaard, Friedrich Nietzsche, Jean-Paul Sartre, the Warren Court, Henri Lefebvre.

Now—back to the good stuff.