If you’ve been part of the Wirth Hats community for some time, you’ve probably seen it:
CHECK IN ON YOUR HOMIES.
No logo. No branding. Just five simple words that feel grounding, gentle, and direct all at once. Maybe you’ve spotted the sticker on a friend’s water bottle, a hiking thermos, or the back of someone’s laptop at a café. Maybe you already have one yourself. But how did this little phrase even begin?
I sat down with Wirth Hats co-founder, Ben Miller, to trace its origin, and what I discovered was a simple moment that naturally turned into a bigger movement.
During the first few months of COVID, the world blurred together in strange ways. People were isolated, overwhelmed, and in search of something steady to ground them. Within the Wirth Hats team, check-ins became almost instinctive, a part of the rhythm of working together through uncertainty.
“We were just constantly checking in on each other,” Ben tells me. “It wasn’t structured or official. We’d hop on calls and ask, ‘How are you doing today? No, but actually, how are you doing?’”
And during those frequent calls, one word kept appearing:
Homie.
“To me, ‘homie’ embodies all these relationships at once,” Ben says. “A brother, sister, best friend, chosen family. When you call someone a homie, you’re saying, ‘I care about you, and I’m here.’”
And from that energy came the simple, instinctive phrase: Check in on your homies.
“There’s a fun-ness to the phrase,” Ben says. “It makes emotional connection feel less intimidating. It opens the door.”
How It Became a Sticker
When the team talked about sharing the message, there was no ambition beyond keeping it pure. No marketing, no branding attached to it, just simple straightforward messaging meant to be shared.
Ben put it best:
“The message trumps the advertising. We want this thing to stand alone. We want it to grow.”
A small reminder that could sit on your laptop while you work, your water bottle while you’re hiking, or your dashboard while you’re driving. A message you might read when you need someone to check in on you, or when you remember you owe someone a text, a call, or a moment of real care.
What’s Next: A New Sticker Every Month
Starting now, a new “Check In On Your Homies” sticker drops each month, each one with its own personality, colour palette, and vibe.
Still unbranded. Still simple. Still meant to be shared, gifted, seen, and stuck on places where little reminders matter.
Here’s a look at the one we’re releasing this week:
In a world where people are busy, overwhelmed, and sometimes hesitant to be a bit vulnerable, a simple reminder can go a long way. So, put this sticker somewhere you’ll see it and let it remind you: Check in on your homies.
Micaela, from Wirth.
