About us

For me it’s a deep feeling within that I’ve always had. A feeling that no one really expected much of me, a quiet introverted kid that always felt in the way and never truly felt good about how I looked at myself. It’s sad but I don’t feel like I am the only one who’s felt or feels this way in the world. It’s something that is a battle within everyday. So with that comes a deep desire to prove everyone wrong including that little negative voice that sometimes creeps in. With that there is also a deep understanding of not wanting anyone to feel the way I do and so I’ve always made it my mission to make people feel good from the smallest interactions to the biggest of gestures. I’ve always wanted to help people.

So Undadawg actually began as a record label, making music to tell my story and push myself from being that quiet introverted kid. The motto from the label, back then known as 27 mile records, was always going that extra mile. Where a marathon is usually 26 miles, it’s a play on words. Because life is not a sprint but a marathon. In fact the full stop of the Undadawg logo was the record label logo. If you look closely within the circle it’s a swerving road symbolising life is never in a straight line and there are always twists and turns. If you look even closer that road shows the number 27 too! So Undadawg was the name of a song believe it or not! I’ve been sitting with the idea of Undadawg since 2011 but the idea to build a clothing brand around it came much later.

So as I’ve mentioned before I’ve always felt I’ve had the mission of helping people. I was very close with my Nan growing up who was my biggest fan with anything I did. As she got older, I would help her with her weekly shop in the market and little things like washing up together. It always felt good to me being useful and making a difference. Well it stemmed from always wanting to be there for nan and also the rest of the family. Before she passed, where I could have nearly had a breakdown knowing I was about to lose my world; my nan whispered to me “You’re my eldest grandson… you’re gonna take it over now”. Those words, at that time, coming from my everything lit a fire in me that burns so deep to this day, changed everything for me.

We are all going through some type of struggle or living with some sort of pain whether it be from loss, not feeling accepted or nothing seems to be working.

Undadawg serves as a reminder to the Undadawg in us all, to tell you that, you CAN and you WILL.

Undadawg is there to remind you that you are not alone and that there is a community of us always there willing to listen and lend a helping hand.

So the mission of wanting to help people has remained although the canvas and vehicle I am using has changed to help spread the message.

That’s where the clothing comes in.

Undadawg. A luxury streetwear brand that’s versatile, inclusive to all, and helps tell a story. YOUR STORY. That you’re not done yet! A brand you can be proud to wear anywhere whether it be whilst chasing your goals, posted up with friends, going to the gym, or even just lounging at home. We want you to feel comfortable ALL of the time. A streetwear brand with an ever growing community who helps build each other up in a world that at times tries to tear you down. A brand with a strong message. We. Are. Here. And We. Are. Undadawg. Keep going.