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.
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| 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
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| Oss Kimonos from Brazil |
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| 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
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| 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.
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| 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.
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.
