About the brand
Made for outside the mats
Jiu-jitsu pushes you to create your own story, set goals, and tackle your unique weak spots. It helps you come out tougher and smarter with every roll.
For some, it is a way to prove themselves to the world. For others, a set of tools to use for self-defense and mind strengthening.
Some will only grasp the essentials and call it, some will graduate up until the red belt.
To all those tough rolls, inevitable injuries, graduation hypes, competition training, frustrations, endless drillings, unexpected compliments, kimura traps, triangle traps, ego traps.
U is a brand that speaks all these individual challenges to overcome, as a belt with all the stripes: the next goal for whichever belt you are.
Detailed with the infamous stripe system, it is easily recognised from afar by those who embrace the Gentle Art.
Whether you aspire to rule as the next GOAT or engage in BJJ only for personal enrichment, U resonates with you. With your own journey.
Beyond the mats.
