Hello everyone,
Today, the team and I are excited to introduce 'Inside AESTHETIC', our new blog that delves deeper into the brand, giving you insight into what we've been building over the last decade and what we've got in store for the future.
Behind the scenes
Over 10 years have flown by since Jon and I started the brand in our London garage, but our passion and pursuit of jiu-jitsu excellence remains as strong as ever. We'll share how it all began, how the creative process has evolved and what we've got planned for the future.
Athletes
We've had the privilege of collaborating with so many incredible athletes since the very beginning - and we're sharing their stories. You'll get to know their journeys, training philosophies, and the moments that have defined them both on and off the mat.
The craft
Our focus has always been on the product. Constant, perpetual improvement. Design. Performance. Endurance. Pillars that have guided our every decision in product conception. It'd be pretty tragic if our brand called 'Aesthetic' wasn't that. We'll be sharing a look into our creative process - inspirations, challenges and breakthroughs that have birthed some of our most iconic products.
Sneak peeks
Academy exclusives, samples, upcoming product launches and more. You'll get a cheeky peek into some of the things we've been working on for our clients, for general release and for our athletes.
We can't wait - thank you so much for the support and for joining us over the last decade.
Hero: Faris Benlamkadem, black belt under Roger Gracie, our athlete since blue belt. Shot at RGA London by The Grapple Club.
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