Most gym brands design for the person lifting. I designed Dark Gym for the person lifting and posting about it — because that's basically everyone in the gym right now.

Here's the gap I kept seeing: fitness influencers wear the same 4-5 "content creator" brands, and their feeds all start looking the same. Meanwhile actual performance gear looks nothing like what people want to be seen in.

So the brief for the first drop (Signature Hoodie, heavyweight fleece, oversized fit) was simple: has to survive a real training session, and has to look right in a mirror clip at 6am with bad gym lighting. Dark palette, one clean mark, no logo soup.

If you're a creator in the fitness space and tired of merch that reads as "guy who just started lifting," this might be worth a look. Happy to hear what you'd want in the next drop too.