Who´s the man Behind 13 Clothing Company

Meet Gummi Haff (Gudmundur Hafthorsson): A dedicated high-performance coach, passionate athlete, and relentless motivator. With a career spanning over two decades, Gummi’s journey has taken him from Iceland to Canada and Denmark, transforming lives and empowering people to push their limits. But his path hasn’t been without obstacles—after a life-altering accident, Gummi emerged with a renewed sense of purpose and a unique philosophy: to challenge fear itself. Through his brand and his work, he’s on a mission to inspire others to “Be bold, wear 13,” and embrace life’s challenges with courage and respect.

Q: You started coaching quite young. How did that journey unfold?

A: Yes, I started coaching at 18, back in 1998. Sports had always been a big part of my life, and coaching felt like a natural fit. In 2004, at 24 years old, I was offered a head coaching position with a team. That moment was huge for me—it was the confirmation I needed that I was on the right path. That experience made me want to deepen my knowledge, so I went to university to study Sport Science, graduating in 2008. Since then, I’ve had the opportunity to coach in Iceland, Canada, and Denmark, each experience broadening my approach and perspective.

Q: You’ve faced some intense personal challenges. How did those experiences shape who you are today?

A: Life threw me a major curveball in January 2011 when I had a severe accident, fracturing my skull. It was a near-death experience that completely changed my outlook on life. I realized how precious every moment is and how powerful it is to face your fears. Since then, the number 13 has become a symbol for me—a reminder to challenge what we’re “supposed” to be afraid of. Many people see 13 as unlucky, but to me, it’s a reminder to respect life and meet challenges head-on. That’s why my company embraces the number 13. I want people to be bold, to face their fears, and to pursue their goals with courage.

Q: You’ve completed some impressive endurance challenges to give back. What drives you to take on these intense experiences?

A: Giving back is my way of honoring the second chance I’ve been given. I swam for 24 hours to raise funds for the hospital that saved my life, a small way to thank the people who helped me survive. More recently, I golfed for 24 hours to raise awareness for mental health, which is incredibly important to me. Mental health deserves as much attention as physical health, and I want to support those who may feel alone or misunderstood. These challenges are my way of blending my passion for sports with my desire to make a positive impact.

Q: What values do you hope to instill through your coaching and your business?

A: I’m all about motivation, respect, and the pursuit of excellence. I aim to create a space where people feel encouraged to reach beyond their comfort zones and find joy in the process. My goal is to challenge people to redefine what they’re capable of, to see obstacles as opportunities, and to respect everyone around them on their own journeys. I tell people, “Be bold, wear 13.” Life is a mix of victories, struggles, and growth, and I want to teach others to embrace it all. Respect life, take on challenges, and believe that every step forward counts.

Q: Tell us a bit about your family. How have they influenced your journey?

A: I have two incredible daughters, 17 and 10 years old. They keep me grounded and remind me daily of the importance of resilience, joy, and growth. My accident taught me to appreciate every moment with them and to lead by example. I want them to see me striving to be the best version of myself and to know that challenges are part of the journey. They inspire me to work hard, dream big, and never take life for granted.

Q: What does the number 13 represent for you and your brand?

A: For me, 13 represents boldness, strength, and embracing challenges. After my accident, I found myself drawn to 13 as a kind of guiding light. People often associate it with bad luck, but I see it as a reminder to push past fear and pursue what matters most. I started my brand to inspire others to take on the challenges that life throws at them and to never let fear hold them back. I encourage everyone to “Be bold, wear 13.” It’s about standing up to what we’re told to fear and choosing courage instead.

Q: If there’s one message you want visitors to take away, what would it be?

A: Life is about going after your dreams and facing challenges with respect and determination. Whether you’re training for your next big race, looking to improve your quality of life, or simply striving to be the best version of yourself, I want to be there to support you. My brand is a reflection of my journey, my resilience, and my belief that we’re all capable of more than we know. So be bold, take on the number 13, and wear it as a reminder to challenge what you’re supposed to fear and go after what you truly want.