Kounter Kulture Studios wants to remind people to live life.

The online clothing business was started nearly one year ago by Newton resident Beau Van Sickle — sole proprietor at just 24 years old — and currently sells T-shirts, hooded sweatshirts and hats that convey a theme of living life unapologetically.

“When I graduated college, I got so caught up in working and I started to think to myself one day that I was working so hard at making a living that I kind of forgot about living,” Van Sickle said in a phone conversation. “So it’s all about expressing your unique individuality and celebrating it.”