About

This is me — learning the rear naked choke from Wojciech. The hard way.

A white belt in jiu-jitsu and a black belt in design, training out of Frontline Academy in Bergen, Norway.

I started BJJ Merch to marry two things I love: clean, thoughtful design and the humble, honest grind of jiu-jitsu.

This store is more than just gear — it’s a small reminder of what makes jiu-jitsu wholesome, hilarious, and worth showing up for.

Every product is designed by me — a grappler, for grapplers (and for the people who put up with us).

I believe good design can roll with good values: discipline, respect, camaraderie, and self-deprecating humor.

You’ll find sharp ideas, inside jokes, and mat culture translated into things you’ll actually want to use or wear.

Because if you’re not tapping out laughing at least once, what are we even doing?

The shop just opened, and the collection of designs and products is only going to grow. So follow along on social media and join the mailing list to get first dibs on new merch, surprise drops, and other BJJ-flavored nonsense.

Thanks for being here. Let’s make jiu-jitsu look as good as it feels.

— Dule