Inspired by the lack of success in QuirkyTshirtsDotCom and boredom with what he was currently  doing with his life, Jack Earl decided to start a new merch company. His first launch, Pandora’s Icons was inspired by him anxiously drawing a pattern during a meeting and the Greek tragedy of Pandora, opening a box that contained every bad thing to ever exist, similarly to how giving Jack access to any sort of funding cannot be good for anyone.