The founders of Start Day One, Ricardo & Kristen Zulueta, have been supporting suicide prevention awareness with their own apparel brand, Fükitt, which has the mission to inspire and motivate people to live life without regret and accept challenges worth the risk. Ricardo has personally experienced the loss of his oldest brother from suicide, which is why they are genuinely passionate in their mission. According to their philosophy, true prevention was not waiting for someone to reach out or show symptoms of suicidal tendencies. It is more effective to proactively help people stop complaining and taking life for granted in the first place.