The Man Behind the Brand

Michael Baeumler — Founder of Handsome Bastard

Long before there was a Handsome Bastard brand, there was simply me. A guy who liked to dress well.

I'm Michael Baeumler, and for much of my career, my daily uniform was a suit, tie, cufflinks and shiny shoes. I carried it well. At least, I was told I did. I even developed what people described as a “distinguished strut.”

I took pride in my appearance. I enjoyed choosing colours, styles and the little details that made an outfit my own.

But my story didn't start in a boardroom. I came from the shop floor.

I started my career in aircraft manufacturing, working in repairs, assembly and test flight. Eventually, I worked my way up the corporate ladder and earned my place in the boardroom. And I never forgot where I came from.

Then Came the Nickname

During my rise through the corporate world, I would often walk through the production areas and stop to chat with the guys I had once worked alongside.

It was during those walks that a nickname began following me.

Handsome Bastard.

At first, I wasn't entirely sure how to take it. Was it derogatory? Was it a compliment?Eventually, I decided it was probably a little bit of both. Either way, it stuck.

The guys on the floor used it as a term of endearment, and over time I came to wear the name with a certain amount of pride. It followed me throughout the corporation and eventually to international locations. Wherever I went, someone seemed to know me as the Handsome Bastard. I never imagined then that those two words would eventually become a brand.

The Idea

Fast forward about twenty years. I was well into my second career as a real estate broker. The suits, the style and the attention to appearance had followed me into real estate, and somehow the nickname followed too.

Then, in 2014, after a four-month sailing adventure, I started thinking seriously about creating something of my own. I began dreaming about a business of my own, something that could eventually be known internationally. I've always had big dreams. 

The idea stayed in the back of my mind. Then one evening, while relaxing with my wife, a glass of wine and a cigar, I suddenly said:

“Why don't we create a brand called Handsome Bastard?”

My wife laughed. I didn't. I could see it being a stand alone brand. I didn't want Handsome Bastard to be just another clothing company with a clever name. I believed the name could become something bigger. It could become an identity. A mindset. A way of life. So I moved quickly. I hurried downtown Toronto and registered the company. I didn't want somebody else getting the name.

I bought the domain. I contacted a friend who was a graphic designer and asked him to create the logo. I contacted my lawyer and began the process of registering and trademarking the name.

The company was officially registered in December 2019, but we didn't actually sell anything until June 2020... And Handsome Bastard was born.

It's More Than Clothing

Something interesting happened as the brand began to develop. People didn't simply buy the products. They bought the brand. They bought the image. The attitude. The status. The feeling of being part of something that felt like it belonged to them.

Today, Handsome Bastard has developed its own niche, largely through word of mouth. We make hoodies, T-shirts and underwear, and we're exploring leather goods, watches and sunglasses. But I've never wanted Handsome Bastard to be defined by what we sell.

Because the products are only part of the story. When you open your drawer in the morning and see your Handsome Bastard underwear, your T-shirts, your wallet or murse, maybe your watch sitting there too, it's more than simply deciding what to wear.

It's a reminder of who you are.

What Is a Handsome Bastard?

To me, it's not about being perfect. It's not about pretending you're better than everyone else. And it's definitely not about being fake. A Handsome Bastard knows himself.

He's comfortable in his own skin. He isn't worried about the gossip or the crowd. He doesn't need everyone's approval. He's not afraid to stand alone. He's confident. He's lived a life. He's taken some knocks. And he's learned that confidence isn't something somebody gives you.

You earn it. I've been to hell and back a few times myself. But I keep coming back. That's probably why the name means something very different to me today than it did when I first heard it on the factory floor.

Back then, it was a nickname. Today, it's a philosophy. Be proud of who you are. The message behind Handsome Bastard is actually pretty simple:

Never be afraid or feel embarrassed to be proud of yourself.

Be proud of what you've accomplished. Be proud of where you've come from. Be proud of the hard knocks you've survived. Be proud of the man you've become. You don't have to shout about it. You don't have to prove anything to anybody.

You simply have to know who you are. That's what I wanted Handsome Bastard to represent. Not just clothing. Not just a logo. Not just an image. A way of life.

And when someone encounters Handsome Bastard for the first time, I want them to have one reaction: “Wow. This is definitely me.” That's what being a Handsome Bastard means to me. And that's the story behind the brand.

Michael Baeumler
Founder, Handsome Bastard