Broken Fingers Co. was my BJJ lifestyle brand. I started it as a blue belt, which is precisely the moment every blue belt decides the world is crying out for another jiu jitsu clothing label.
For a while I went all in. A proper logo worked up from this old anatomical drawing of a hand (the finished one’s on the tees below), a pile of t-shirt designs, and the whole thing set up at brokenfingers.co.
The designs were BJJ in-jokes nobody outside a gym would ever get: armbars served 24 hours a day, John Wick Jitsu, a “Foot Fetish” one for the leg-lockers, “Guard Puller” for the lazy. If you train, you’ll get them. If you don’t, they probably look like a cry for help.
Then I quit. There’s a name for this in jiu jitsu, the blue belt blues, the belt where most people give up. I didn’t quit the mats, mind (I’m a black belt now), just the brand. The domain lapsed and nobody noticed. It’s so completely gone that not even the Wayback Machine kept a copy of it, which is almost impressive.
Anyway. Here’s what survived: the designs.
