"This is the Day"

On our final day in Portland, we took a break from chasing waterfalls and tourist attractions to simply wander through the city. That's when we met 33-year-old Zach at Brain Dead, a storefront that exudes effortless style. Inside, it felt like art had come alive in clothing form, with unique pieces on every hanger. Zach had an easygoing, friendly energy that made us want to learn more. Before we could even ask, he was already sharing his favorite stops along the Columbia River Gorge and giving tips for the drive back.

When asked what song reminded him of growing up, Zach answered without hesitation. "This is the Day" by The The. He first heard it at around 13-years-old while hanging out in Newport Beach. It was a casual moment, just hanging around the beach town on a nice day, when he heard the song and had to ask someone what it was. Since then, he says it has stuck with him as a go-to summer track. Its minimal vocals allows the sound itself to flow through, uplifting and the perfect pick me up. "It guides you through the day in a good way," he told us.

Zach grew up in Orange, California, not far from where that beach memory stemmed from. His journey into clothing fashion started right in high school with screen printing: making bootleg shirts, printing merch for friends, and a desire to wear something he created. That creative expression eventually led to a decade-long career in retail, manufacturing, and management. It took him to Portland seven years ago when REI asked him run their downtown location before it eventually shut down.

These days, only a few weeks into working at Brain Dead, he thinks it already feels right. The clothing expression, and mostly conversations with different people keep him inspired and in the industry. Zach doesn't know what the next few years hold, but for now, he's living in the moment. He carries the same feeling of "This is the Day," taking each day as new, uplifting, and part of the journey.