Learn about us

Real Life. Real Chaos. 66% of the Time.

66% started as a family joke — because somehow, with our three amazing girls, at least one is always having a moment.  Whether it’s a meltdown, a sibling fight, or a scraped knee, we realized that only two out of three kids are ever happy at the same time.  That’s 66%.  And from that little piece of everyday family math, a brand was born.

It all began with one shirt — a way to capture the hilarious, chaotic beauty of raising kids. That shirt turned into a hat…  and then into a growing collection of designs that sparked curiosity and laughter.  People kept asking, “What does 66% mean?”  And when we told them, they instantly got it.

66% (and 50%) is more than just a number — it’s a lifestyle.  It’s a wink at every parent who’s ever packed half the house for a beach day, every dad who’s gone way overboard, and every mom trying to hold it all together.  From our signature 66% line, 50% line to Beach Dad, Overboard Dad, and even kid-created graphics, our designs reflect the mess, magic, and mayhem of real family life.

We hope our gear makes you laugh, feel seen, and maybe even feel a little less alone in the wild ride of parenting.

We’re always cooking up new ideas and turning them into fun, wearable moments—so keep checking back!  And if you have a concept or design of your own, we’d love to hear from you.

Let’s embrace the 66% life together.