I Live It, I Breathe It was originally founded in 1988 by my father, Norris Mitchem, and rebranded in 2012 to reflect my vision and passion for life. The phrase “I Live It, I Breathe It” isn’t just a brand—it’s a way of life. It embodies the mindset of giving your all to what you love, a principle that has driven me throughout my journey. Growing up, I was taught to put 100% into everything I purs
ued, and that mindset has shaped my approach to life. Like many, my path has been filled with obstacles and setbacks, but I see these challenges as part of a compelling life story. Out of all my experiences and talents—from sports to art to engineering—music is what has truly shaped who I am. Starting at the age of 10, music became more than just a passion; it became the compass that guided me through life. Music has been the force that has helped me find my purpose, leading me to discover my true self. I’ve come to understand that with faith, determination, and a belief in what moves you, anything is possible. That’s why I’m not just passionate about music—I live it, I breathe it. Through this brand, my mission is to inspire others who share the same drive and commitment. To all the true believers and hustlers out there: always follow your gut, embrace what moves you, and give it your all. Nori Tone
Founder, I Live It, I Breathe It
