Umi Dubs was first suggested to be a T-shirt company 10 years ago when we first established. This decision was uncertain because why just settle for T-shirts, when we aspired to be bigger then that.
We proceeded to make T-shirts which we produced ourselves in a garage for a long time. During this time period customers didn’t see their values and benefits from the different varieties of T-shirts. I assume they were thinking “anyone can make t-shirts and put a print on them” which is absolutely correct.
We fell in the category as a “basic” clothing brand for a while. From being a T- shirt brand we advanced to Umi Dubs designer street-wear ! We kept striving for this luxurious look and we finally met our expectations, it took awhile but we succeeded and evolved into this new life.