Grit is at the center of everything Jeep stands for. Since its birth on the battlefields of WWII, the Jeep brand has earned itself a rich legacy of bold ingenuity and rugged can-do determination. 

To celebrate this revered spirit, we embraced Jeep’s heritage with a new-found attitude, wrenching some serious necks in local streetwear and everyday fashion circles. Own Your Grit became the new platform under which campaigns and collections are launched.