Down by Nature
Down by Nature is an apparel brand created for the Brazilian Jiu Jitsu community, offering an alternative to the aggressive visual language traditionally associated with fightwear. The brand draws on the philosophical roots of martial arts and a connection to the natural world — humility, practice, discipline and challenging the self rather than others. The name plays on being down — being attuned, committed and part of something — with a subtle nod to hip-hop culture, while nature speaks to the brand’s deeper belief in reconnecting martial arts practice with the natural world. The visual language brings together references to Japanese martial arts culture, BJJ and nature, creating a quieter, more grounded alternative to conventional fightwear. Are you Down?
IDENTITY · BRAND STRATEGY · ART DIRECTION · COPY · TYPOGRAPHY · APPAREL DESIGN
