About
BRAND STORY
Unholy Grail was created for the streets — not just as a brand, but as a statement. We believe clothing is more than just fabric; it’s your armour, your rebellion, your truth.
In a world that demands conformity, we craft streetwear with a soul — bold, raw, and unapologetically authentic. Every piece reflects the grit of the underground, the energy of the outsider, and the beauty of imperfection. Unholy Grail was created for those who refuse to blend in, and who thrive in the shadows of convention. Our designs speak to those who break the rules, who find beauty in the chaos, and who wear their identity like a banner. We create sustainable, edgy pieces that are as individual as the people who wear them.
Travelling the world has enabled the celebration of individualism, and the need to empower and unite cultures, people, and traditions - through creativity and fashion. Founded and created in Sydney, Australia - designed and inspired globally. With artistic origins in Washington, D.C. and Maryland, inspiration from Los Angeles and New York, and creative craftsmanship in Asia, Unholy Grail empowers diversity around the world. Every stitch, every graphic, every piece of apparel is a statement. Make it yours. We’re united by style, but every story, every look, every choice is defined by you.
Welcome to the movement.
Our Mission and Brand Values
Our Mission
To empower individuals to express their authentic selves through rebellious, soulful streetwear — challenging norms, inspiring confidence, and uniting a community of outsiders who dare to stand out.
Brand Values
Authenticity
We create clothing that’s raw, real, and unapologetic — just like the people who wear it. No trickery, no pretending. Every piece tells a story of grit and honesty. Each design is hand-drawn, digitalised, and then created, keeping creativity and self-individualism in mind.
Expression
We believe in the power of self-expression. Your clothes are your canvas — every detail of our streetwear is designed to help you say what words can’t.
Sustainable Streetwear
Streetwear That Cares - Ethically made. Sustainable materials. Because rebellion means taking responsibility, too.
We’re committed to building a better future — without sacrificing style. We use ethically sourced materials, and our supply chain follows responsible practices - to deliver sustainable streetwear that doesn’t compromise on attitude or quality.
Individualistic
We celebrate the outsiders, the originals, the ones who stand apart. Our designs honour your uniqueness and personal style — because why fit in when you were born to stand out?
