Why Bones?
What sparked the creation of Bones The Label?
I reconnected with an old gym training partner while working in Norwich, and we decided to meet for dinner. Our conversation turned to business and life outside of MMA. In short, he inspired me to take the leap and turn my vision into reality.
A few days later, I began searching for an illustrator to bring my ideas to life. After settling on one, my brand started to take shape with our first design—Anderson Silva teep-kicking Vitor Belfort at UFC 126, featuring that iconic knockout.
Why did you choose a UK-based supplier?
Next came the challenge of finding a supplier. I initially printed on an H&M hoodie (you can find this on my Instagram), and the feedback from the MMA community was encouraging. However, I felt it was essential to work with a UK-based supplier and printer. This would ensure faster shipping, better control over the final product, and avoid the lengthy processes involved with outsourcing to places like China, Portugal, or Turkey, where minimum order quantities are high, and trial and error can be time-consuming.
There was one hoodie trialled during this stage, and let's just say the less said about it, the better.
What is the "why" behind Bones The Label?
Why did I start this brand? Initially, it was to share my concept and become financially independent. But as I continued working on it, I discovered a more profound purpose. My "why" became clear: I want to inspire the next generation—not just of fighters, but also the next iconic DJs, musicians, rappers, actors. My goal is to sponsor, mentor, and nurture the next generation of icons, some of whom could one day become the face of Bones The Label.
What challenges have you faced while building the brand?
I’ve faced so many struggles on this journey. My first artist, Footloose, tragically passed away just a few months into building Bones during a busy period for the brand. I’ve dealt with financial issues, supplier setbacks, and personal family challenges that led to a six-month break, nearly ending Bones entirely. Even now, we still face slow sales at times. But I’ve come to realise that these struggles are part of the very essence of Bones. They’re woven into the framework, the DNA of what this brand stands for: resilience and growth despite adversity.
Why should customers trust Bones The Label?
Why should you trust Bones? The answer is simple: because right now, I'm personally in charge of customer service, and I strive to offer a streamlined, positive experience with every interaction. As someone passionate about clothing and high-quality products, I want to build something unique. Every customer feedback I receive affirms the quality of our goods. That said, I understand there’s always room for improvement, and I’ve been continuously refining our products. From where we started to where we are now, our product has improved tenfold.
It's the small details that make a big difference—whether it's improving packaging, refining neck labels, or perfecting sleeve hems. These finer touches contribute to the sense of quality that Bones The Label stands for. And while we take pride in the quality of our prints and materials, we're not resting on our laurels. As the brand grows, so will our product offerings.
How do you compete with big established brands?
As a brand owner, it’s challenging to compete with big established names, but I’m confident that with time, Bones will find its place in this oversaturated market. We’re inspired by successful UK-based brands like Represent, Corteiz, and Arne, and we aim to reach their level of success—or even surpass it. Right now, we’re focused on growing within our niche, but eventually, we aspire to be recognised by our logo and name alone, allowing us to expand into other styles of clothing.
What advice do you have for aspiring entrepreneurs?
To all the entrepreneurs starting out or in the midst of building their brand, my advice is this: find your niche and understand your "why." Don’t try to be a copy of an already established brand. Be unique, and most importantly, be yourself.
Why should you buy from Bones The Label?
In closing, why should you buy from us? When you do, you're joining a community with a purpose: to inspire the next generation. Every follow, like, comment, and order helps us grow, creating more opportunities for the future—whether through sponsorships, apprenticeships, or mentorship. Our focus is always on building a community, and even if our current aesthetic or product images aren’t perfect, know that we are constantly evolving. One day, you’ll be able to say you contributed to the success of the next superstar, proudly featured on a Bones T-shirt.
And for those who support Bones, know that we’re always here for you. Whether you need advice, support, or just want to be part of a movement, Bones has your back every step of the way.
Remember: Be Inspired. Be Unique. Be Bones.
Kind regards,
Col
Director, Bones The Label