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In the mid 1990’s with only $50 in his back pocket, Justin Herald decided to start his own business.

He hadn't looked into all the pros and cons of starting a business – he just wanted to take control of his own destiny. He had no experience in the journey he was about to take on.

He had only enough money to buy four blank t-shirts and have his logo printed on them. He sold those shirts to four of his friends and then made eight, he sold those and then made 16, then 32, 64 and at last count, his company ‘Attitude’ had sold over 150,000 units!

‘Attitude’ currently sells its brand in nearly 2000 stores throughout Australia. They have also launched into New Zealand and have plans to launch in to the US market. With the ‘Attitude’ label striking a chord in the public, major corporations are queuing up to use the ‘Attitude’ name and logo. In 2002, the combined ‘Attitude’ range of products turned over $25 million.

In 2004/2005 Justin was named the International Entrepreneur of the Year.

Justin’s first two books, "Would you like Attitude with that?" and "What are you waiting for?" become international best sellers and his third book "It's all a matter of Attitude", became an Australian best seller in less than two weeks.After winning the International Entrepreneur of the Year in 2005, Justin was nominated in 2006 to receive the Davos Future Leadership Award, which recognises 50 of the nations' most influential leaders of the next and new generation.