FISHMO started in 2015 when founder Pete Sommerfeldt spotted the word “FISHMO” stamped on a brick while visiting Georgetown, D.C.
When Pete asked what it meant, he was told, “Google it.”
He did—and discovered the phrase:
Fuck It. Shit Happens. Move On.
The message immediately stuck with him. Because, honestly, we all have our own shit.
Pete returned to Virginia Beach and within a week formed FISHMO LLC. What started as an idea for a simple T-shirt quickly grew into a brand built around resilience, humor, and moving forward when life doesn't go as planned.
From the beginning, FISHMO was meant to be more than clothing. Pete wanted the brand to have a positive impact, especially within the mental health community, while giving people a message they could relate to.
Through years of grassroots marketing, thousands of stickers, hundreds of shirts, and plenty of life's unexpected turns, FISHMO kept moving forward.
Today, FISHMO is growing into a lifestyle brand built around one simple idea:
Shit happens. Move on.