ABOUT

Jiu-Jitsu Counter Culture


That’s not just a mantra — it’s the whole point.

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It all started by accident — or maybe by fate — when we threw a logo on Instagram that captured the feeling of those post-training sessions. We printed a few tees. The vibe caught fire. Suddenly, everyone wanted in. Not because we were promising gold medals or six-packs, but because we were repping the side of Jiu-Jitsu that actually exists: community, chill energy, and being real.

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We’re not here to impress anyone. We’re here to keep it real. Most people in Jiu-Jitsu aren’t living like professional athletes, no matter how hard they try to look the part online. And that’s fine — because for a lot of us, it’s about the training, the friends, and the good times after.

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We’ve got that old school surf brand energy — laid back, a little rebellious, built on good times and a sense of belonging. Beer-Jitsu is for the ones who train hard but don’t take themselves too seriously. For the people who show up, roll, laugh, and live life without the filters.

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We're building a community around that feeling — laid back, old school, and real. Whether you love Jiu-Jitsu, love beer, or just get what we’re about, you’re already one of us.

This is Jiu-Jitsu counter culture. This is Beer-Jitsu Lifestyle.