THE ISH STORY
From the bottom to the mountaintop. This is how a movement was born.
The Man Behind the Movement
Oskar Hurtado — “Big O” — knows what rock bottom looks like. He lived it. Addiction. The streets. Cycles of destruction that consumed everyone around him. For years, survival meant something very different than it does today.
But Big O didn’t just survive. He transformed. Through sheer willpower, faith, and a refusal to be another statistic, he clawed his way out of the darkness and into the light.
“I’m still here. That’s not just a brand name — that’s my testimony.”
The Mission
I’m Still Here (ISH) was born from the ashes of Big O’s past life. It’s a clothing brand, yes — but it’s also a declaration. A statement that no matter what you’ve been through — addiction, incarceration, loss, betrayal — you’re still standing. And that matters.
Every piece ISH creates carries a message: You are not your worst day. The brand channels hip hop culture — its raw honesty, its resilience, its creativity — as a vehicle for positive change and mental strength.
The Partnership: Ras Kass
When iconic West Coast hip hop artist Ras Kass put on the FOMO IS A MOFO tee, it wasn’t a sponsorship deal. It was recognition. Ras Kass has spent decades speaking truth through bars — and he saw in ISH the same authenticity that hip hop was built on.
Together, Big O and Ras Kass are amplifying the message: show up, stay present, keep going.
The Future
ISH is growing. From Southern California streets to a nationwide movement, the brand is expanding its reach — but never losing its roots. Every drop, every event, every conversation is another step toward proving that transformation is real and your story isn’t over.
“A clothing brand inspired from real struggles to a positive mindset.”