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Dream First, Details LaterDream First, Details Later
Dream First, Details Later
Dream First, Details Later
Dream First, Details Later
Dream First, Details Later

Dream First, Details Later

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Order the limited edition Dream First, Details Later apron here!

As a 24-year-old line cook, Ellen Marie Bennett couldn't stand the kitchen staff’s poorly designed, cheaply made aprons. So when her head chef announced he was ordering a new batch, she blurted out, “Chef, I have an apron company”—even though she had no company, no business plan—just a glimmer of a design idea and a business license. Through hustle and a willingness to leap into the unknown, time and time again, she built that first order into a multi-million-dollar company called Hedley & Bennett, making aprons and kitchen gear worn by many of the world’s best chefs and home cooks everywhere.

Dream First, Details Later shares Ellen's journey and her forged-in-the-fire personal playbook for starting before you stop yourself. If you've ever imagined doing something and immediately thought, "that's impossible," or "I wouldn't even know where to start," or "I'm not qualified to do that," in these pages, you'll learn how to shove aside your inner worrier and launch into action. This honest and bold illustrated book will be like having Ellen—your personal hype woman—there with you, all the while yelling, "Don't stop! You got this!" She'll share hard-won advice on:

• Squashing doubts and reservations about venturing outside your comfort zone. (These doubts masquerade as rational, but they’re more likely coming from a place of fear.)
• Saying screw it to the perfect plan and using creative problem-solving—and heart and guts—to conquer the shit storms as they come.
• Eventually transitioning from the "flying by the seat of your pants" stage to the "well-oiled machine" stage.

You don't need to have all the answers to make your dream a reality. You just need to start before you're ready.

Pro-Grade for All

Since H&B was founded in 2012 from the back of one of L.A.'s most established restaurants, we've worked hand in hand with top chefs to develop every product we create.

Alton Brown

Alton Brown

Brain Food Industries
Nancy Silverton

Nancy Silverton

Osteria Mozza, Pizzeria Mozza
Matt Horn

Matt Horn

Horn Barbecue
Richard Blais

Richard Blais

Trail Blais, Top Chef All-Stars Winner
Katianna Hong

Katianna Hong

YANGBAN
Jon Shook & Vinny Dotolo

Jon Shook & Vinny Dotolo

Jon & Vinny's, Animal, Son of a Gun
Stephanie Izard

Stephanie Izard

Girl & the Goat
Nyesha Arrington

Nyesha Arrington

Leona, Native
Michael Cimarusti

Michael Cimarusti

Providence
Sarah Grueneberg

Sarah Grueneberg

Monteverde
Daniele Uditi

Daniele Uditi

PIZZANA
Neal Fraser

Neal Fraser

Redbird
Aaron Silverman

Aaron Silverman

Rose's Luxury, Pineapple & Pearls
Brooke Williamson

Brooke Williamson

Playa Provisions
Jason Neroni

Jason Neroni

The Rose Venice, Best Bet Pizzeria