Mission statements, brand backgrounds or any other reasoning should be if done.. stay under 2 sentences. People are getting way into their brand backgrounds when a lot of it is bullshit mumbling. Keep it short and sweet no one wants to know why your brand is going to change the world. Product > words.in regards to my explanation of my brand, i have a one sentence description if that on my site, but when some people mock it and dont understand sometimes it's necessary to explain a little further, maybe?
I wasn't even talking about your brand but when I went to go check your about page on your site it seemed short, a little complex but to the point. I was talking more about people that write a paragraph and have this insane background when in reality anyone that sees your shirt in this market will not be asking the definition of the shirt and how it came about. I like your brand by the way, it sends me back to 1995 for some reason lol, which I love. Not sure if the 90s were an influence but your layout and typography on the shirt puts me in a good place. One thing though.. your website is super crazy busy. Not an expert but i have been a web designer for 8 years in various agencies and a couple little things that could help you out. Just my opinion if you don't mind.
-the homepage- way too busy, its actually overwhelming to a point where I start to panic lol.
- get rid of all those tumblr, instagram, google + avatars. Use their already made icons for those media platforms either at the top or bottom of the page. They are kind of a distraction. Especially since they are posted twice in the middle and the top right hand corner
- Try to focus on one or two large high resolution pictures on your homepage for your clothing. THATS IT, being simple is easy and rememberable and for a website that is good!
- That awful serif font which looks like typewriter. It seems to get lost throughout the page. Try using a bolder san serif font which has a cleaner look and catches the eye more when put with images.
-really just try to stay away from clutter, just because its more doesn't mean it's better.
Not trying to pick at your site just giving some feedback to a brand I am really digging. Love your shirts and all the best luck to you and your brand!!
For the record you mentioned some one mocking or not understanding your brand.... then your brand is not for them. On to the next one!