Welcome to Rub It On Your Chest
Giving recently released inmates a second chance to build a life they love.
ABOUT RUB IT ON YOUR CHEST
Rub It On Your Chest (RIOYC) is a colloquial term as defined by Urban Dictionary, as another way of saying “whatever” if someone says something you don’t care much to hear. This brand and organization uses this terminology to flip the script regarding inmates coming out of incarceration.
Our founder, John Lucidi, knows firsthand how challenging it is to be a pawn in the prison system of this country. After spending four years in maximum security prison, John was released to a state-run halfway house with copious street drugs available, and no other support. The few family members he had in that state were alienated by his incarceration. With easy access to drugs, and very little resources to start building their lives again from scratch, it’s no wonder so many people slip back into old habits and stay stuck in the broken system. We at RIOYC know that many people in the prison system may be there wrongfully, perhaps made an innocent mistake, and/or got caught trying to survive. That doesn’t mean your life is worthless now. We are here to help!
We have created three very different companies to employ recently incarcerated people who show promise and drive to create a better future for themselves: one is Koehler Homes, a home building/construction company, another is this non-profit merchandise company, and the other is the next big up-and-coming alcoholic beverage company called Fader Ice.
RIOYC exists to give people in a hard position a leg up, an outstretched hand. We feel you. We have been there. Down and out, and kicked while you’re down. This is your opportunity to say “Rub it on your chest!” to all the naysayers out there...and start again.
20% of proceeds from RIOYC will go to helping former inmates recreate their lives. Thank you for your support.
When life gives you shit...Rub that shit on your chest!
WHY RUB IT ON YOUR CHEST?
Raising money and awareness about the plight of recently incarcerated people and our broken prison system; and giving support to those whose lives are negatively impacted by this.