Founder Story

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I didn’t set out to build a brand. I set out to face fear.

When I climb, fear has never felt like the enemy. Even in the sketchy moments, I felt something closer to trust — in myself, in the movement, in the wall. That freedom is what hooked me, and it’s what I want others to feel too.

I’ve seen fear freeze people mid-route — hands shaking, chalk spilling, eyes locked on a move they don’t believe they can make. It’s not strength that holds them back. It’s fear in control. And I get it. We all feel it.

That’s where LAWZA comes in. The name comes from al-lawza al-dimāghiyya — the amygdala, the almond-shaped part of the brain that triggers fight or flight. Fear is built into us. But it’s not weakness. It’s the signal that you’re standing at the edge of something real.

LAWZA isn’t just my story. It’s for anyone who feels fear but chooses to move anyway.

Laith, Founder of LAWZA