Why did you decide to start TLC?
While on vacation and with zero intelligent forethought or planning, my wife and I said, ‘You know, when we get home, [screw] it. Let's quit.’ We were younger, weren’t married [at the time] and had no kids, and we wanted to do something we really enjoyed that would also set us up to do the things we enjoy outside of work, like travel and adventure.
How have you seen the automotive landscape change?
Over time, we saw the market shifting. More and more people had the affinity for the aesthetic and the utilitarian roots of the truck, but also more and more people had no attachment to the vintage archaic mechanical realities of those trucks and were asking for mods.
How did ICON come to be?
We started tinkering with mods but we realized it's like redoing a house. If you don't bring it down to just the chimney, you end up working around limitations or defined barriers because of the space and layout of it. In automotive, if you can start from scratch, the quality of the engineering and the continuity in all those decisions is greatly enabling. You end up with a far more evolved product.