Embrace Love, Not Hate: A Message from me.

Today I was sad.

Not the kind of sad that you can brush off with a funny meme or a walk outside. The kind of sad that makes your chest feel heavy. That makes you question people. That makes you wonder: where did our empathy go?

Story time.

As many of you know, I run JohnVsGBM, a store and blog born out of my personal battle with Glioblastoma. But I also have another store. It’s called Max & Co. Tees. I named it after my dog Max—my furbaby, my sidekick, the little sass machine who has no filter and even less patience for nonsense. Max is cheeky, funny, sometimes a little dark, and always unapologetically himself. And that’s what I wanted Max & Co. to be: a reflection of that vibe. A place for people who like humor with bite, shirts that say the things people are thinking but don’t always say out loud.

This month, we ran an ad for Pride. We created a cheeky, sassy graphic to celebrate the LGBTQ+ community. Not because it’s trendy. Not because we thought it would sell. But because we believe in it. Because I’m gay. Because I know how hard it is to be seen, to be safe, to be celebrated in a world that too often makes you feel like you're wrong for simply existing.

And then the comments started.

They weren’t all bad. Some were beautiful. Supportive. Funny. But many were hateful. Spewing the kind of vitriol that makes you stop scrolling and go silent. People telling us we were going to hell. That pride is sinful. That we should be ashamed.

And I just sat there and thought—why?

Why are we so quick to hate?

When I got my cancer diagnosis, everything in my world flipped. I was told I had a year to live. Suddenly, nothing was guaranteed. I had to look hard at who I was, what I believed, what really mattered. One of the books that changed me during that time was "The Four Agreements" by Don Miguel Ruiz. If you haven’t read it, please do. It’s not about religion or politics. It’s about personal peace. One of the core messages is: don’t take things personally. What others say is a projection of their own reality.

But I’ll be honest. That’s easier said than done when people are attacking a part of you that you can’t change. That you shouldn't have to change.

And yet—I don’t want to be like them. I don’t want to become jaded or angry or bitter. Because hate only makes more hate. And I truly believe love is louder. Even if it doesn’t always feel that way.

You don’t have to agree with someone’s lifestyle, beliefs, or identity. But disagreement isn’t the same as dehumanization. We can hold different views and still show kindness. Still show grace. Still protect each other’s right to be.

I wrote this blog because I want Max & Co. to be more than a funny T-shirt brand. I want it to be a place where people of all kinds feel safe. Feel seen. I want it to be bold and funny, yes—but also grounded in something real. Something human.

We live in a time where everyone has a platform, and sadly, some use theirs to tear down instead of build up. But if you’re reading this, I want you to know: I see you. Whether you’re LGBTQ+, Black, disabled, religious, neurodivergent, a cancer survivor, or just someone who’s felt like the world wasn’t made for you—you are welcome here.

Max & Co. is for the misfits, the loud-mouths, the lovers, the weirdos, the wild ones, the survivors, and yes—the sassy little dogs who remind us to be exactly who we are. If you have not, please check it out Max & Co.

We are not here to please everyone. We are here to embrace those who have felt uninvited.

So to those who spew hate under our ads: you're not going to change us. And to everyone else—thank you for being part of this.

Let's choose love.

Every time.

Johnathan (and Max 🐶)