About the movement

It started with a number and a whole lot of heart.

Back in the day, before smartphones and emojis, we used beepers to stay in touch. If you wanted to tell someone you loved them without saying the words, you would send "1-4-3." it meant "I love you."

This is where 4 3 came to life. It was a simpler, casual way to say LOVE YOU. It was our shorthand for something powerful: connection.

Fast forward to a winter when my co-founder - who runs a heating oil, HVAC, and plumbing business- started doing something radical. He told his customers that if they were struggling to heat their homes, all they had to do was put a "4 3" on their door. No questions asked, no payment required. He would deliver free oil just because someone needed help.

That simple gesture lit a spark. 

When we reconnected, we found ourselves talking about 4 3. We talked about how divided the world has become - so much anger, judgement, and noise. But we both believed in something better. What if we used 4 3 not just as a throwback, but a modern symbol? A sign that kindness still matters. That small actions can change lives. That love - when shown through deeds, not just words - is what brings us back to being human. 

We created the 4 3 Initiative to make kindness contagious. From apparel that carries the message, to a social media app that spotlights good deeds. 

Everything we do is rooted in one simple truth:, that no act of kindness, no matter how small, is ever wasted. 

4 3 is more than a brand. It's a movement.

It's a message and reminder. 

It's a choice we all get to make every day.

Love you. Always. 4 3