The Contrary — The Story

Native Instinct · The Stories Behind the Designs

The Contrary design: a rider seated backwards on a painted horse, drawing a bow, with a lightning bolt striking behind them

The Contrary

The lightning calls. The Contrary answers.

Among the Plains nations there were people who lived life backwards on purpose. Not for show. Because the thunder chose them. This is the story behind our Contrary collection, told the way we learned it.

Scroll. The story rides with you

01 The one who rode in backwards

The Contrary rode into camp backwards. Said goodbye when he meant hello. Walked straight into the storm while everyone else hunkered down.


Among the nations of the Great Plains, the Cheyenne, the Lakota, and others, there were people who lived whole seasons of their lives in reverse. The camp didn’t laugh them off or push them out. Everyone understood that the backwards one carried something: a weight, a duty, a kind of medicine that worked precisely because it looked like foolishness.

This teaching belongs to the Plains nations, and it is told differently from nation to nation. Each carries its own name for it, its own ceremonies, and its own protocols around it. What follows is the story as it has been shared openly, told with respect by learners, not owners.
02 Called, not chosen

Nobody volunteered for the backwards life. The lightning did the choosing.


Among the Lakota, it is told that a person became heyókġa, a sacred clown, a contrary, after dreaming of the Thunder Beings. A dream like that was not an invitation you could decline. It was an obligation. You carried it, or it followed you.

Among the Cheyenne, the old accounts describe Contraries who took up the thunder bow. Taking it up meant taking up the hardest life in camp. Contraries often lived apart, bound by rules no one else had to keep, carrying the weight so the people didn’t have to.

That is the first thing the story teaches. The Contrary didn’t go against the crowd for attention. He went against it because the thunder told him to.

The lightning doesn’t ask twice.

03 A life in reverse

Yes meant no. Hello meant goodbye. Come here meant go away.


  • Spoke backwards you asked him to stay, and he stayed only if you told him to leave
  • Rode facing the tail into camp, and into places no one else would ride at all
  • Shivered in July, sweated in January the old accounts describe contraries complaining of cold in the summer heat and heat in the winter snow
  • Walked into the storm while the whole camp hunkered down

And when the fight came, he did not turn around. The Contrary rode into battle with his horse facing backwards, and the whole camp understood what that meant. He wasn’t lost. He answered to something older than the crowd.

The backwards ones were not cowards. The accounts tell the opposite. In battle, Contraries were counted among the bravest in camp. Where others fell back, the Contrary pressed in.

04 Why backwards? The medicine of it

It looked like foolishness. It was medicine.


Think about what a backwards man does to a camp. He makes the proud check themselves. Hard to strut when someone is strutting behind you in reverse. He breaks fear’s grip. A people who can laugh in the middle of a hard winter is a people that survives it. And he holds up a mirror. When everything he does is wrong, you start asking whether everything you do is right.

Among the Plains nations that wasn’t foolishness. It was medicine. The Contrary lived in reverse to remind the people of something easy to forget: the crowd isn’t always right.

The crowd isn’t always right.

Keep scrolling

05 Not a costume. A calling.

Being Contrary was never a costume. It was a calling, a whole way of moving through life.


Question the easy answer. Go where the crowd isn’t. Hold your direction when you’re the only one facing it.

Some teachings don’t need updating.

Why we tell it

This is how we learn

We are Diné, members of the Navajo Nation. The Contrary is not our nation’s story. It belongs to the Plains nations who lived it and still carry it.

So why is it on our clothing? Because this is how we learn. Every design we make brings light to a different Native story. Some come from our own culture. Some come from nations whose teachings we are still learning. We study them, we tell them, and we put them on our backs so they travel, so they are not forgotten.

The Contrary rode so the people would remember. That is the work our designs do now. We bring our stories back to life so they are not forgotten, and we carry the lessons our people already learned on our backs, out where everyone can see them.


If this story moved you, go learn it from the people it belongs to. What we make is a doorway, not the house.

Wear the story. Remember the lesson.

Carry the story

Native owned · The Contrary Drop

The Contrary Heavyweight Sunfade Oversized Hoodie

$75 Heavyweight 400 gsm cotton · washed sunfade finish

Sunfaded before you ever pull it on, like it already put in a few seasons on the water. When someone asks about it, you get to tell them about the one who rode in backwards. That is the point. The story travels.

Part of the Contrary Drop · closes August 16
The wash hits every piece differently. No two fade the same
Color: Jeans Blue
Size: Select
Size Length Shoulder Chest (flat) Sleeve
S 27.6" 22.4" 26.4" 24.0"
M 28.3" 23.0" 27.2" 24.4"
L 29.1" 23.6" 28.0" 24.8"
XL 29.9" 24.2" 28.7" 25.2"
2XL 30.7" 24.8" 29.5" 25.6"

Oversized on purpose: big through the chest, dropped at the shoulders, long in the body. Order your usual size for the full oversized look. If you want it to fit like a normal hoodie, size down one full size. Garment measurements taken laid flat.

Native owned Made to order A portion of every sale goes back to native fish
See the Whole Contrary Drop
The Contrary design: a rider seated backwards on a painted horse, drawing a bow

The Contrary

When everyone
goes right,
go left.

The lightning already called. What you do with it is up to you.

Get the Sunfade Hoodie Back to the Shop
Added to cart