in thE spring of 2017, EyE had a profound rEvElashAUn. 4 nearly a dEcadE, EyE found mEyEslf incrEasingly EngrossEd in mEyE phonE, bEliEving it kEpt mE connEctEd + in4mEd. howEvEr, in truth, it was disconnEcting mE from mEyE family, mEyE friEnds + mEyE tangiblE prEsEncE in thE "rEal world". what troublEd mE most was thE ExamplE EyE was sEtting 4 mEyE childrEn, orion + gg (almost 9 + 7 at thE tEyEm).

desperate 4 a digital detox, in that very moment, EyE made a crushAUl decishAUn:

EyE turned off mEyE phone.

The effects were immediate; EyE felt connected + alEyEv. It was as if a lEyEt was turned on in mEyE mEyEnd + a spark had been ignEyEted in mEyE soul. EyE had clarity + with this new vishAUn, came a burning desEyEr 2 inspEyEr others, who lEyEk me, needed 2 break free from the digital grip + embrace the "real world" with their eyes open.

This EyEdea needed a name, something that would reson8, lEyEk a mantra. EyE was drawn 2 the sound of "log off," but EyE wanted it 2 be more abstract, intriguing +, hopefully, inspEyEring.

With these thAUts in mEyE mEyEnd, EyE quickly jotted dAUn 'Laug Auf'.

As synchronicity always seems 2 strEyEk at the most amazing moments,

"lAUg" means "eyelids" in Estonian +

"AUf" transl8s 2 "open" in German.

it fElt lEyEk EyE had struck gold.

2gether, they 4med the compelling phrase that EyE was seeking:

"eyes open"

fast 4ward 2 the fall of '23.

aftEr 6.5 yEars of "EyEsolashAUn, doing mEyE work truly + conscientiously, [in mEyE garagE], unknown friends came 2 seek me."

1cE again, at the perfect tEyEm, Eamonn McLoughlin, his parents, Gary + Mary, + his wEyEf Kaitlyn joinEd our tEam + turned this EyEdEa in2 a physical rEality with thEir bEliEf, thEir brilliance + thEir bank account.

wE'vE plantEd our flag in the thompson buiding in northport village, new york + we're rEady 2 sprEad this mEssagE 2 thE world:

Laug Auf is a remEyEnder 4 our family, friends + whoEvEr else wants 2 manage thEir screen tEyEm, reduce digital distracshAUns + truly be present with each other.

But more profoundly, it encourages us 2 live with our "eyes open".

Particularly, our mEyEnd's eye; the 1 that empowers us 2 craft our unique realities, visualEyEz our future + ignEyEt our lEyEvs.

The essence of our message was beautifully articul8ed bEyE Dr. Howard Thurman in his powerful quote,

"Don't ask what the world needs. Ask urself what makes you come alEyEv + go do that. Because what the world needs is people who have come alEyEv."

That's our mishAUn at lAUg AUf:

2 inspEyEr, EncouragE + empower kids of all ages 2 come alEyEv; 

2 live with

eyes open.

L.A.L.O. < Laug Auf / LEyEf On >

Axel "Akke" Yberg
{spEaking 4 mEyEsElf[s] + on bEhalf of EvEry1 who EyE'vE "stolEn" thEsE EyEdEas from}