Finding Your Niche in BJJ GiCritic 9:01 PM

Literally hundreds of BJJ gi companies are now operating in different parts of the world. In fact, given the growing popularity of the sport, this isn’t even surprising. But do all small BJJ gi companies experience the same success?  Unfortunately, a lot of BJJ businesses fold. Though they carry almost the same design, quality and price point with other top brands, a lot of BJJ gi companies still don’t meet their expected sales.

Finding your niche

Before you even start your BJJ gi company, you should’ve figured out who your market is. It is highly suggested for small and starting companies to have their own niche. How do do this? Here are some useful tips that you can use in your business.

      Fill in the gap

Specifying your potential customers can help improve your brand. One of the best ways to do this is by filling in the gap in the gi industry. Is there a demographic that is having a difficult time getting the right gi?

Fenom Kimonos

Let’s have a closer look at Ok! Kimonos. Focused primarily on kid’s gis, OK! Kimonos makes use of cute logos and designs together with their gis. Yes, the type of design rarely an average adult would buy. But since they cater to kids, parents want their kids to do jiujitsu while looking cute at the same time.

Another great example of a gi company that successfully narrowed down their market is Fenom Kimonos. Fenom specializes in women’s gis. In a male dominated sport, it is often times forgotten that a specific women’s cut gi is somewhat hard to find.

      Invest on technology

What type of technology do you offer that interest a certain group of jiujitsu enthusiasts or athlete? Do you offer a fabric on your gi that is easy to pack during trips, similar to a rip stop gi? Perhaps, you have utilized hemp in the production of your gis?

A brand that has followed the same type of mentality was Datsusara. They utilized Hemp on their gis. Also, there’s Kauai Kimonos with their rip stop travel gis that weigh around a kilo give or take.

     
      Explore cultures

People love to wear gis that represent where they came from. A good example is the jiujitsu culture in Guam. They have a huge affinity to brands such as Competidor, Fokai and of course, Shoyoroll.

      Base your designs on a lifestyle

There are many subcultures that can still be found within the BJJ community. You have the nerds who love anything from Star Wars to Star Trek. And you also have those who love urban lifestyle inspired designs.

RVDDW Urban Inspired Marketing

Star Wars has been a widely coveted design by many design geeks out there. Though you can design a Star Wars gi for non-commercial purpose, you have to consider covering licensing and other legal complexities once you start selling to your audience.

As for urban designs, you have top brands today such as VHTS, Shoyoroll, CTRL Industries, and even Isami.

      Focusing in an area

There are instances when catering to a worldwide audience is a death wish for your brand.  Start small and build from what you currently have. It is the best advice that small companies can do. Why compete with unchartered waters when you can be comfortable in your small community? Build momentum from those strong points. One advantage of selling locally is that you can talk to people you know and get friends to support the brand.  

Are you starting a BJJ gi company? Sad news is that the market has been saturated now, both by large and small companies. The good news is that you could still make it. But of course, you need to have a specific market interested in your product.
Are you having problems with branding? Perhaps having your own niche? Let Gi Critic help you! Send us an email: gicritic@gmail.com for more information. Good news is that we’ll be doing consultation for free for now! So please don’t hesitate.

Simplified Guide on How to Start Your Gi Company GiCritic 11:31 PM

Shoyoroll and CTRL Industries are arguably the biggest players in the BJJ gi market today. If you are a practitioner of the gentle art, you must’ve encountered a number of fan boys going crazy over their $200 pre-order gis, or limited edition gis.  Who would’ve thought that Shoyoroll started their company in their garage in the 90s? On the other hand, you have CTRL that grew so fast in the last two years, that they are now neck and neck against the mighty Shoyoroll.

 By 2012, the same year CTRL Industries was established, explosion of different brands (both good and bad) entered the BJJ gi market. In fact, some observers are now noticing saturation in the gi market today. Despite this reality, there are still new brands every now and then that appear online.  But of course, expect the casualty rate to be high.

 If you have an ambition to own a gi company, you have to figure out how to minimize possibilities of closing, and grab every opportunity that presents itself. Most individuals planning to start a gi company want to know if it is a high risk investment. It is both a yes and no. It is a high risk investment because it is extremely hard to stand out from the number of gi companies out there. No, because you really do not have to throw everything you have. Majority of brand owners still have a day job.

Charlie and the Gi Factory

How to start your gi company?

Gone are the days when you need to fly all the way out to Pakistan, China or Japan just to get the right factory that would make the right gi for your company. We are now living in the modern world where factories actually engage with brand owners through Facebook, emails and other means of communication. Despite the fact that it is really easy to get a factory, and start your brand, there are a number of details that owners need to consider. Over the last years, I’ve been friends offline with some gi company owners, and so far, here are things that I’ve learned.

            What is your vision for your company?

If you are the type of owner, with no vision whatsoever for a company, then better stop now. It is important that you have an idea how you want the company to look in the next years to come. Though not an overnight thing to accomplish, it helps to have a dream where you want the brand to be. Start having short, mid and long term goals in order to get your company where you want it to be.

           Who is your target market?

All over the world, there are a great number of companies that are making their presence felt. Some catching the interest of the BJJ crowd, while some, simply just disappear without a trace. One of the reasons why some companies don’t make it is because they lack focus on who they should sell their products to. Though it is a good idea to target a more general BJJ crowd, targeting specific demographic is a way to clinch a part of the market. Ever wondered why there are Hawaiian themed gis? Also, how about brands like Fenom that concentrated mainly on women’s gis?

            Name of your company

Oss Kimonos from Brazil

Oss Gear/Oss Clothing

What’s in a name? It is important that you find a name that can easily be remembered. Also, always make sure to double check if there is a similar name to your company. One perfect example is OSS Kimonos. Anyone in the BJJ scene would recognize the term “OSS!”. Sometimes overused, but the point is that, everyone is familiar with it. The problem is that Oss Gear (The more popular brand that brought us the Miyao Shirts) came later than the OSS Kimonos, a brand based in Brazil.

            Create your logo

Now that you have a name, time to find a good graphic designer to make your logo. Does it have a meaning? Or maybe, you just opted to have a logo that is cute and catchy? For instance OK Kimonos used the tiger as their logo simply because it is cute and they are mainly selling kids gear.

            Design for your gi

Now that you have a logo, how do you want to have your gi? Are you planning to go for over an over the top gi design to the point that they won’t be allowed to be used in IBJJF tournaments? Or  perhaps, you stick to a clean design? From creating your logo, to this stage, you may want the help of a good graphic designer. A good graphic designer can help guide brands concretize their plans. Innovation and creativity are two of the staples that can get the attention of your market.

            Finding the right factory

Sublimation units

A great number of companies fold because of getting a defective batch. Here’s when you realize that you don’t just face the risk of facing poor sales, but you may also find yourself encountering a factory that produces gis that are subpar to your market’s expectations.

Gis, Gis, Gis, Gis Everywhere

What’s the best way to find out whether or not they have what it takes? Samples. Some companies try to get from different factories, pushing back the release dates just to make sure that they don’t make any mistake. You might be asking, which company should you go for? I’d be more than happy to assist if you are looking for a Pakistani OEM that can cater to your needs. I’ve had the experience of trying out these samples for my own personal use. Leave us an email at gicritic@gmail.com and I will personally recommend some factories I’ve tried.

           Get a Review

According to a study, online reviews are as important as personal recommendations offline by consumers. This is something that a brand owner could exploit. How the whole review works is that you send the reviewer a gi and they are going to give an objective assessment to what your gi is like. Who is the best gi reviewer to go to? Here are some review sites that you can check out.

• Grapplers Review
• Meerkatsu
• Gi Reviews

 

            Deciding on the number of gis per batch

How many gis do you plan to release per batch? The most important consideration is your capital. Do you plan to go by the hundreds? If you have enough capital, ordering bulk can save you money, however, be sure that you can sell it. One of the best ways to know how many gis you should have, is by having a pre-order. Here, you can gauge the popularity of your brand.

            Build your website

In order to facilitate doing business, it is important to have an e-commerce site. One of the most flexible and user friendly formats offered out there is Big Cartel. With a small amount of money, you get an easy to build, store with an inventory filled with different pictures.

            Know your social media

Most advertising campaigns made by gi companies were social media based. From Facebook to Instagram, there were some creative gimmicks that caught the attention of the BJJ crowd in the realm of the BJJ community in the social media.

            Good communications and proper damage control

Whether getting returns, sales inquiries, or sponsorship requests, it is important for a company to reply to every email that they get. Keep in mind that poor communications can easily spread in the forums, Facebook groups and other online outlets. You also need to know how to disperse displeased customers. Are they looking for a refund? If yes, know the reason why. As rule of thumb, according to one of the owners of a small gi company told me, you want to put yourself in the position of your customer.

            Know your facts and never mislead customers

Are you selling hemp gis or you have zero idea what hemp is? Always double, if not triple check your facts. Don’t be like Submission FC that would sell “hemp” gis only to end up being shamed online, and lose customers because they simply took the word of their factory.

CTRL Industries Gigante Review GiCritic 9:38 AM

CTRL Industries Gigante will be reviewed by the hard to please, always angry, and brutally honest Mr. Chow. 

 The CTRL Industries Gigante, over the last months, became part of my typical gi rotation. CTRL Industries lately has been making a lot of noise with their designs. A few months ago, CTRL made the Gigante as their limited edition gi. It is a tribute to the San Francisco Giants. According to the company, they just settled for a small 200 gi production. When the gi was released, a number of BJJ fans noticed striking similarities with the Shoyoroll 7^th Son. Both came out rocking the San Francisco theme, and both were released almost around the same time. 

 

Initial Impressions

The price for this gi runs around $170 plus the shipping cost, it fell right at $195. If you are looking for a mid priced gi, this is definitely not the first option for you. The product comes with a sling bag. According to the manufacturer, the gi is 95% preshrunk. The top was made of 420 gsm pearl weave fabric while the pants were made of rip stop material. The construction of the jacket met my expectations. 

I owned a couple of Shoyorolls, and in comparison with the Gigante, I do believe that they are neck and neck with the top dog today in terms of durability and overall construction. Comfort-wise, I do love the feel of the pearl weave jacket. It was comfortable, and the cut fits my 5’6” 160 pound Asian frame. The collar was made of eva foam. 

The pants are also good, though they could've added two more loops. The fit was what I was looking for. It wasn't too tight on my ass or anything.

  

Check the Size Chart

Design

Colored black with an orange contrast stitch, it is just not something that sits well with my preference. I am not at all pleased with the “No Bammer Gi” taping by the skirt. Why did I buy it then? I did love the fact that they made a tribute to the San Francisco Giants. Growing up watching baseball, it has that novelty appeal in you. What I do like about the design is the skyline print that you see by the back. This unique print provides the San Francisco reference. Also, you see embroideries that are really clean and high quality. 

How Did It Do After a Few Months?

Mr. Chow is hard to please. I don’t usually like gis that are not well made. After a few months, the Gigante is still intact. For a $170, I’d have to say that it lived up to the hype. I now understand how BJJ gi hoarders are now saying that this brand could probably be the next in line for Shoyoroll’s throne. There is no significant fading on the gi’s color. I use it around once or twice a week for the past few months now. I bought it around June of 2013 during their pre-selling, and after seven months or so, it is still a great gi to use.  

The Origin Comp 550 Review GiCritic 10:13 AM

Our regular blogger Mr A-Z is going to review The Origin Comp 550 (A2) that he bought from the US.

Origin is one of the best US based brands that have come up with some amazing innovations in the gi business. They have schemed a rashguard plus gi set up. For those asking, is this worth it? Mr. A-Z managed to use this gi for several months now. Aside from having a shit load of gi collections, he has a refined taste in his gi! 

Read on!

Initial impression

The color scheme was very appealing.  The details such as the embroidery and stitching were well made. No loose threads. Cloth used felt soft on the inside and a little rough on the outside.
Value for the gi was good. The Origin Comp 550 comes with 2 bags; one for the gi itself and the other for the rashguard that came along with it. When I first tried on the rashguard it was rather loose on me and was definitely not the fit that I was looking for on the rashguard so I have no thoughts about it other than it felt smooth and silky on my skin. All in all the gi cost me $180.

Pre-roll Review

The gi fit great. Sleeves were somewhat long although that has to do more with my body type than the gi itself. (I used to weigh 185 lbs. at 5’6 when I bought the gi.) The pants felt a little heavier than the usual ripstop even though it did seem like ripstop. The pants provided excellent knee reinforcement and you could really feel the pads when you kneel for a takedown or throw. The extra long drawstring annoyed me however. It was long enough to wrap it around your waist again. The crotch/gusset area also featured a cloth made of gi material. It was a very nice touch considering that was the same spot where I accidentally ripped through my Koral pants. That is a different story, however.

During the Roll Review

The jacket was good. I definitely felt that jacket was light yet sturdy as I went through the motions of our warm-ups, drills, and rolls. The pants were indeed heavier than the normal ripstop. They were difficult to grab come sparring time. The extra knee padding, which made up a huge part of the pants made it difficult to grip properly. The pants had 6 rope loops, which kept the pants from falling down. The pants fit great. They were tight on my quadriceps and hamstrings but not tight enough to hamper your movement. The gi’s overall feel and performance was well worth the price indeed.

Post Roll Review

The gi was still performing great. It had very minimal shrinkage. It was almost the same as when I first bought it except for the fact that the color faded. I hand wash my gis all the time. I have never put them in a washer, dryer, nor have I ever applied bleach to any of my gis. As months rolled by, I noticed that the gi’s color was fading. I am aware that most gis are subject to fading but this one was a little bit faster than the usual. In a span of 7 months, my black/purple gi was turning into a brown/lavender gi.

Gi Critic Verdict

The Comp 550 2011 was good overall in terms of sizing, fit, and performance. The drawbacks though were the very long drawstring and possibly the heavier than usual ripstop pants. The main qualm I have with the gi though was how quickly the color deteriorated. I would have scored the gi highly had it not bled and faded.

List of BJJ Products Based from Pre-Established Art GiCritic 9:40 AM

They say that imitation is the sincerest form of flattery. Is it really just about flattery or something else? Given the number of brands out there, were these products released with money driven intentions or the companies sincerely wanted to be unique?

 If you are an avid BJJ gi/gear enthusiast, you may argue how small the room for improvement is for the gis and related products. Among many Brazilian Jiu Jitsu gi companies today, it is now a trend to stick towards tribute gis. Is this a good or a bad thing? When you have Star Wars, Dragon Ball, or even Ninja Turtles themed gis, is this really “thinking outside the box”? Also, is it a justifiable excuse to simply use pre-established popular works of art in order to get the brand out there?
Here is a short list of BJJ related products that made use of other works of art to establish their brand.

1. Gi Reviews X Tatami Collab Gi “Order 66” Kimono

Currently communicating with Disney according to guys from Tatami, this is a blatant use of Star Wars characters. Could this gi lead towards a potential lawsuit if they push for its release? Gi Reviews made use of Star Wars as part of their site’s persona. From the memes, to the photos that you will see on their site, Gi Reviews is the epitome of a Star Wars fanatic X BJJ guy. Are you in favor of Order 66?  

2. Gi Reviews x Strike Fightwear “Hoth” Gi

Coming out as a limited edition gi with words “Roll With the Force” plus a gi bag that shows imagery of what looks like hyperspace travel, this is yet another project by Gi Reviews that made use of Star Wars references. On the exterior, the Hoth Gi is a clean looking gi that can be bought with or without its rash guard lining.

3. Modern Flow’s Dragon Ball Gi

Who doesn’t want to look like Goku when they were young? As ridiculous as it may be, it is an orange gi with the same sign that Goku uses on his back. Modern Flow even made use of the dragon ball on the pants, which could be a good basis of a lawsuit. Risky? Maybe yes.
According to Funimation’s copyright information on their website:

 All materials on this site, including, but not limited to cartoon characters, images, illustrations, audio clips, video clips, and compilations are protected by copyrights, trademarks, and other intellectual property rights which are owned and controlled by FUNimation Productions, Ltd. and its affiliates (collectively, "FUNimation") or by other parties that have licensed their material to FUNimation. Materials on FUNimation.com and related sites are solely for your personal, non-commercial use.

Kame hame ha anyone?

4. VHTS Gundam Inspired Gi

VHTS is a fairly new and unknown brand. Based on our research, it is a NY based gi company that offered bi-color lapel lining. Is it a good thing to see the small guys come into the picture? Yes, definitely. So how did they use pre-established art? They made use of a Gundam robot on their ad. Not really a fan of mobile suit Gundams, since I stopped watching when I was 11, but this is definitely an attempt to capture a Gundam fanbase within the BJJ community.  Given the names G-1 and G-2 on the gis, do these pertain to Gundam Gis? According to Gundam.wikia.com, The name Gundam is copyrighted and owned by Bandai,

5. Jitzilla

Ever thought of cross breeding Godzilla and Ninja Turtles and getting some fetal defects along the way? Well, you have Jitzilla. Looking at their page, Master Splinter didn’t help them at all with their poor customer service. This is exactly lazy marketing gone wrong.  They used Ninja Turtles as a gi's name, but it doesn’t seen effective.  Oh yeah, they need a graphic artist badly.

6. Commes De Grappler/Fabrique Por Grappler

I’ve been hanging around the BJJ Gi Addicts Anonymous group for quite some time. Fabrique Por Grappler was Comme Des Grappler. Based on their Meerkatsu interview:

Meerkatsu: It closely mimics the name Comme des Garçon - a famous fashion house are you concerned about the branding overlap?

Not at all! In no way do we feel that their is a branding concern, COMME des GARCON is a high fashion brand. We in no way, other than "comme des" emulate or try to be like our inspiration COMME des GARCON. After all, "comme des" is a french expression and phrase. Excuse my french, (pun intended) comme des fuckdown might be asked the same question lol.

When you blatantly copy everything except one word together with the typography and branding, this is the definition of a rip off. Up to some levels, we do understand tribute gis and products. Could it be that they are simply fan boys? Possible. 

Here’s a comparison of Comme Des Garcon and Comme Des Ripper, oops Comme De Grappler (Now FPG).

If they are really what they claim to be in the Meerkatsu interview that they didn’t mimic Comme De Grappler, why change your brand’s name?

Do you have more products in mind that used pre-established art in order to gain leverage in the BJJ market?

Fuji All Around BJJ Gi Review GiCritic 8:27 AM

Credits to martialartssupplies.com

Before all the bling and trends in the gi industry, one brand proved for so long how it is possible to stay simple, and survive through the years. If you are starting in BJJ and you are after function, way more than the crazy aesthetics like a Dragon Ball or a Star Wars gi perhaps, then Fuji is the right brand for you. For $94, the Fuji All Around BJJ Gi is a sweet deal as it can be. Rarely do you get to see a gi that goes below the $100 tag.

For starters,  I have a Fuji All Around BJJ A2 Gi in rotation over the past 2 years, and it hasn't showed any sign of wear and tear. This is the most suggested gi for those who are starting BJJ. Why? For starters, it is $94. In terms of durability, this can last for years! If you find BJJ not a perfect fit for you, you don't end up paying for a $200 Shoyoroll! 

What Is The Gi Composed Of?

Considered a mid weight gi, it is made of single weave material for the top while cotton drill fabric for the trousers. Unlike the common practice of using pearl weave top and rip stop pants, Fuji managed to keep the prices low by choosing single weave for top. However, in contrast to other gis, this is also the reason why it is a bit heavier. 

Another thing that makes the Fuji Single Weave different from the other newer gis is its collar. Often times, we see collars that are lined with either EVA foam or rubber. Personally though, Fuji All Around Gi's collar is too thick. It may be quite hard to grip compared to other softer variants, but this may not be a that comfortable to roll with.  

The pants isn't the best to tell you honestly. Made of cotton drill material, it can get heavy after a hard roll since it tends to get more sweat. As for the loop system, it simply has two while utilizing a drawstring. 

Shrinkage

The gi has been washed, tumble dried and hang dried for so many times over the course of two years. Unlike the Fuji Summerweave Gi, the Fuji All Around BJJ gi never showed significant amount of shrinkage. 

Aesthetics 

In terms of the aesthetics, nothing flashy can be seen on this gi. Embroidery of the Fuji logo on the shoulders and shoulders. That's it. The rest, feel free to fill the gi up! 

Overall Performance and Sizing

Whether for the beginner or the long time grappler, Fuji All Around Gi never fails to deliver. It makes the cut for a day to day gi. The problem with this gi is the weight. If you are planning to compete with this, you better make sure that you lose more weight. For the fit, the gi is quite baggy. I'm 5'7" around 150, supposedly I should be an A2. However, it seems that I could go down to an A1. 

Gi Critic Verdict

Judging by the pros and cons, from the price to performance, the gi is a highly recommended for serious BJJ enthusiasts who love the no bull shit approach in BJJ apparel.