SHOYOROLL

Creative Direction, Design, Brand Strategy

Shoyoroll had already earned a devoted following in Jiu-Jitsu. My work was to help shape what the brand could become beyond its mainline gis.

I guided business direction and developed new product designs through DualForces. We treated the gi as both performance equipment and a cultural object: something built to train in, with an identity strong enough to carry a story beyond the mat.

Collaborations gave us room to explore that idea. We worked on a private gi project for a U.S. Army Special Forces Group, brought the work of contemporary artist Gardar Eide Einarsson into kimono design, and partnered with UNDEFEATED on a collection that connected Jiu-Jitsu with streetwear. Each project had its own audience and visual language, while remaining grounded in Shoyoroll’s credibility within the sport.

Together, the mainline product work and limited releases helped extend Shoyoroll’s reach across performance, art, and culture. The rare gis also took on a life beyond their original release, becoming pieces collectors continued to seek out.