The challenge to create something meaningful, fuelled by the vision to build a community of like minded individuals. Two brothers started Virtues Clothing with no prior experience but with the belief that the learning curve would be part of the adventure.
Built upon experiences of personal growth, Virtues represents the core values of self discovery and adventure embodied by the energy you bring to chasing your dreams and the choices you make.
We started with nothing but a dream.. learning and following our intuition to create things we genuinely love. Our ethos is shaped by our own experiences and the people we've met while traveling. From conversations with strangers to moments of reflection on the road, our designs carry a lifestyle that embraces curiosity and transformation. The deep-rooted desire to create something that truly resonates with the mindset of those seeking the most out of life.
What makes Virtues Clothing stand out isn’t just the fabric or fit, it’s the message. We never wanted the brand to be just about what you wear; it’s about what you feel when you wear it. It’s an open invitation to live with purpose and embrace the journey, no matter how unpredictable.
Virtues is a story born not out of industry expertise but from a genuine desire to make something that feels right. Two brothers committed to create something that transcends fashion. We are not in it for fleeting trends or quick wins. The dedication to make Virtues Clothing a global community, one that grows organically, just as we hope you do as you join us on the journey.
LUKE + JASON
The Bedroom Brand
2024
Inspired by ideas whilst we both traveled turned into late nights around the desk at home. Our favourite memories - shaped by listening to long sets of music, drawing the first designs in our bedroom. Self discovery and freedom through stepping outside the means of the conventional. Releasing that feeling into physical products.
The vision was to provide timeless fits with high quality and not breaking the bank. We set out shooting content, printing on blanks, organising events with our closest mates. This is what really what got us going. Having no idea what we were doing, just doing became the objective. Create, create, create and sharing the journey. Selling to friends and family and building a community. To share experience, story's, and the feeling of freedom inspiring each other to get the most out of life.
everything happens for a reason
2025
We failed as fast as we could try, we learnt organically. Having no experience became the greatest gift of all. We were building the way we felt was right not by using industry standards. New manufactures gave us the ability to stop using blanks and fully design our own patterns & design. We made more collections, more pieces to share with the world.
The momentum was flowing. We flew to Mallorca with our mates to shoot the summer 25 campaign - the biggest we'd ever done. Sunrise to sunset it became more than a trip. Adventures and memories made for life with our closest mates, this was everything we dreamed about the brand becoming. It made us all realise that the reality of achieving all that you want is on the inside of putting yourself into it. We now knew that this brand was becoming a lot more. Everything Happens for a reason.
If we are gunna do this we are going the whole way with it. Why wait for the perfect timing when you can just go for it all now? We geared up to take the biggest leap of our lives.
no risk no story
2026
In environments we weren’t believing in and jobs that took more away from our true objectives. It was time to leave this all behind. To re centre what we believe in most.
We left our careers and home country to take things where we wanted to. Landing in Sydney Australia now taking the brand from the UK to the world.
The environment to connect and open ourselves up to opportunities. We began creating a vision through our best content to date ahead of our Australia launch. We are still nowhere still where we want to be but we are making the steps to get there. Putting ourselves in the best position possible to achieve that. So let’s see where this year can take us…