We started the brand in our spare room, after realising most gym apparel didn’t speak to us or the people around us. It felt disconnected from the way we trained, dressed, and expressed ourselves. So we decided to build something better — and more honest.

Our designs are influenced by tattoo art, alternative music and culture. Every product is made to perform in training while still feeling true to your identity. 

We don’t believe confidence comes from slogans or aesthetics alone. We focus on confidence-building apparel — not by telling you how to feel, but by creating clothing that feels authentically you. When what you’re wearing feels right, everything else gets easier. That’s what we focus on: quality materials, clean construction, and designs that support confidence without trying to steal attention. 

 

Community

Dead Tide is more than active wear; it's for those who never saw themselves reflected in mainstream gym culture. The ones who train to heavy music, wear black by default and refuse to dilute who they are just to fit in. Our community is built on confidence, authenticity and identity. we believe the gym should be a space where you feel powerful, not pressured to look a certain way, or follow trends that don't feel like you. 

Dead Tide exists for:

• Those who reject mainstream gym culture
• People who express themselves through tattoo's, music and movement
• anyone who has ever felt 'too alternative" for the fitness world

When you wear Dead Tide, you're choosing yourself, your style and your strength. This is a space for those who unfollow everything that doesn't feel real.
Welcome to the Dead Tide Community.

Stay authentic. Stay bold.