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Unleashing Self Expression.

The underlying premise of streetwear is to express yourself. But with all those brands telling you how to act and look and feel, can personal style still exist?

 

Every streetwear brand focuses on pushing content through Hypebeast, Sneakerfreaker, Monster Children and Highsnobiety, as well as their own channels. So how does a streetwear brand connect with a generation that is inundated with everyone sharing anything and everything, all day, everyday? 

 

Working with Lil’ Wayne’s brand, TRUKFIT, we chose to champion the people. To encourage them to unleash their creativity. To empower anyone who connected with the brand. Because for far too long brands have been doing the talking. So we stepped aside, and gave the proverbial mic back to those who should rightfully hold it… the wearers... the innovators... the originators of streetwear.

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Work done while at Toth+Co

Routine masquerades as stability. Safety is seductive. Familiarity feels wise. And if that comfortable life is left unquestioned, it inevitable calcifies into conformity. 

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Fear the Familiar presents a blunt assertion; the greatest threat to your growth isn't failure. It isn't rejection. It isn't risk. It's the refusal to break your own patterns before they break you. 

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Laid out are 37 PROVOCATIONS directed to question the routines, beliefs, and identities you've mistaken for truth. To unsettle you. To interrupt your habits. To challenge conclusions you've held out of repetition, not conviction. Each PROVOCATION is a call to break invisible rules. To trade passive comfort for active evolution. They are not affirmations. They are not gentle nudges. They are controlled detonations designed to make you rethink how you live, work, create, and show up.

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Most people don't need motivation. They need interruption. They need to dismantle complacency. To sabotage the status quo within their own mind. To destabilize the autopilot they've allowed to take over the predictable flow of their existence.

 

Fear the Familiar is a self-confrontation book camouflaged as self-help. It's built for people who sense they're capable of more but keep defaulting to what's safe, predictable, and socially acceptable. For people who desperately want to reengage their everyday through radical awareness.

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If you're looking for reassurance, this isn't it.

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If you're ready to unsettle yourself on purpose, let's get unfamiliar.

"Andrew was my Professor at Northeastern last semester. What he teaches opens your mind to new ways of thinking about not just brands, but how you can become a more creative person who isn't afraid of what people will think of you when you go at a problem in a new way. "

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Thomas R - Boston, MA

"I was at a time in my life when I had no direction. I was scared of what was happening and that I was rudderless. This book challenged me to rethink how I approach my life and got me moving again. Thank you."

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Alyssa G. - Dallas, TX

"This book will challenge the very way you wake up and go about your every day. I read it from cover to cover, and now I'm going back and highlighting the key lines that completely blew my mind." 

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Sabrina C - Boston, MA

"Gonna be honest, the front cover made me rethink if I could actually have this on my desk. But once you get into the Provocations, you get why Andrew pushes so hard to make you unexpect what you're going to learn and how it will totally change your thinking patterns." 

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David C - Tampa, FL

There are people who leave well enough alone. Andrew Butler is not one of those people.

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For 25+ years, Andrew has built a career on pushing leaders, brands, and individuals to see their everyday in a new way. Not for shock value. Not for disruption theater. But to force clarity where complacency has quietly settled in. His work lives at the intersection of provocation and performance.

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As the principle and founder of CLUTCH Workshop, a brand consultancy established in 2017, Andrew works with executives and entrepreneurs who feel the friction between success and significance at key inflection points in their business. Through a rigorous PROVOCATION methodology, brands are challenged to rethink how they show up in the world - focusing not just what they sell, but why they matter. 

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Alongside his consultancy work, Andrew serves as a University Professor, challenging the next generation of leaders to elevate beyond conventional academic dogma and embrace real-world-inspired practical learning. Leveraging decades of experience, his classrooms are laboratories of provocation - where students learn that brand is not marketing, but belief and behaviors that create cults of enthusiasm. Inciting students to explore the edges of their own consciousness to uncover ideas that will open up industries that they want to not just work in, but truly escalate. 

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His work has driven radical business transformation, repositioned organizations, and sharpened personal brands into reputational leverage. But beneath the metrics sits something more volatile: cognitive unrest. The practical shift that perpetually moves people from sedentary to recognition to refocus to determination. 

 

Fear the Familiar is not just a book title. It is the operating system behind his work and life... provoking you to break your own patterns before they break you. Helping people to recognize that they aren't stuck because they lack ambition, but because they've accepted the comfort of their familiar.

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Andrew lives just south of Boston with his badass-crossfitting wife, two beautifully-unique teenage daughters, and best-friend-ever German Shepherd. When not taking care of his 175-year old farm, he can be found wandering the beaches of Cape Cod and Scituate.

copyright 2026

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