DEADLFT was born from the frustration of walking into the gym and feeling like alternative lifters didn’t have a home. Fitness apparel was clean, corporate, safe – and none of it reflected who we were. We wanted something that carried the same energy as the music, art, ink, and subcultures we grew up in. So we built it ourselves.

Founded by three friends who grew up in alternative scenes, DEADLFT is more than a clothing brand – it’s a statement that strength comes in many forms. For us, the gym isn’t just about reps and sets; it’s about identity, self-expression, and pushing yourself to evolve physically and mentally while staying true to who you are.

We create gym gear that blends the spirit of metal, punk, tattoo culture, retro heavy lifting roots, and mystic aesthetics with performance-focused gymwear. Every piece is made for lifters who feel most at home under a barbell – the ones who train hard, lift heavy, and don’t need approval to stand out.

DEADLFT is for:

• The lifters covered in tattoos, band tees, and chalk.
  
• The people who grind through life and work but still show up to train.
  
• Anyone who felt out of place in the polished influencer fitness world.
  
• Those who believe the iron is therapy.
  

Our mission is simple:

Make gym apparel that feels powerful, looks authentic, and lets you represent your identity the second you step through the gym door.

We’re here to build a community of lifters who believe you don’t have to look or live a certain way to be strong. Whether you’re preparing for your first deadlift PR or grinding toward the next level of self-improvement, you belong here.

DEADLFT – Strength with identity.