This One's For The Underdogs
Not the word. The actual thing. Mongrel Logic was built for the ones who were too loud, too quiet, too weird, too much, and still showed up.
Not the word. The actual thing, Mongrel Logic.
The kids who cleared hallways just by existing. The ones who were too loud, too quiet, too weird, too much, not enough. The ones who got their lunch money taken and their ideas ignored and still showed up the next day with something to prove.
Mongrel Logic, built for the underdogs. Lex the dog, brand mascot and co-founder.
That's who Mongrel Logic is for
Not because it's a good marketing angle. Because it's where this came from. I am the weirdo. The loner. The underdog mongrel who will not stop once it sets its mind on something. I built this because I had to and I built it for the people who understand that feeling without needing it explained.
Metal heads. Hip hop heads. Underground everything. People who'd like to see the world work better and have quietly stopped waiting for permission. People who don't need external validation and have learned to survive without it even when they do.
You don't wear Mongrel Logic to fit in
You wear it because you stopped trying to. The street is the catwalk. Always has been. We just build like we know it.
Growing pains.
A raw reflection on six months of building Mongrel Logic™ - sustainable streetwear, organic growth, and endurance in obscurity.
Short. Punchy. Honest.
Close-up macro of a sewing needle with threads under tension.
I love building Mongrel Logic. We are officially into our 6th month as a start-up, on zero budget, that’s just a fact. Although, I look forward to it becoming a historical fact one day. Just saying, I still do the day job as well.
Time has lost all meaning.
Work never stops. There is no such thing as a day off. I’m not complaining, there are just many elements to what I am building. Organic business growth exclusively in our first year is just one of them, which is partly why time has lost all meaning.
Social media has taken over my life.
Days are spent agonising over content I have, knowing more needs to be done, having barely any time to do that, but needing to push on even if it’s not perfect. Even if I haven’t got everything I need. Which is an extremely frustrating problem to have, but essential at this point and an on-going process.
The reel story.
Sorry…The real story is I care about all this. I was born in Africa, I live in the UK. I’ve lived both sides of the solution and the problem. But this blog isn’t about waste. Nor about extremely good quality clothing for an exceptional price. (Shameless plug.)
I draw incredibly weird shit, mythical cosmic world builders, sun eaters, South African crime fighting superheroes, lots of eyeballs. It’s about using creativity to build a way forward. Said every artist ever.
I’m not afraid, to t…struggle in obscurity.
Persistence in the dark. Being unseen until the world is ready. The undertow, the liminality. A lone wolf. Gestating in the undercurrent of, ok, I’ll stop. World domination loading.
Endurance.
Not just a tag line. An essential ingredient to the first year, an ethos, a mindset, an inner vision and outward expression of what it means to live where design chaos and craft collide and what it means to think that survival deserves to be worn.