GRND HOUSE – Apparel Line Concept

Project Overview

GRND HOUSE is an upcoming elite fitness brand built around high performance, grit and a bold athletic identity. Although the brand has not officially launched yet, the concept and design direction have already been fully developed and protected. This portfolio entry showcases the initial apparel line created for the brand — and does not reveal operational details to ensure originality remains secure.

Creative Direction

For the GRND HOUSE apparel collection, we explored a world built on grittiness, raw energy, and street-culture attitude. The goal was to create pieces that feel powerful, iconic and instantly recognizable, blending the aesthetics of:

• Classic old-school gym culture

• Modern streetwear

• Luxury athletic branding

• Dark, high-contrast, “underground” visual identity

The clothing needed to express the brand’s core message: strength, intensity, and an unapologetic training mindset.

Design & Production

Every piece in this collection was developed using a mix of AI-powered concept design, manual retouching, and graphic work from our creative team. This hybrid method allowed us to quickly prototype strong visual ideas while maintaining complete artistic control.

The collection includes:

– Oversized tees

– Training tops

– Branded accessories

– Editorial-style athlete visuals

– Gym lifestyle assets

Each item was designed to work both inside and outside of the gym — the kind of statement pieces people want to wear casually because they look cool, tough, and premium.

Brand Storytelling

GRND HOUSE is not just a gym — it is a movement built around resilience, discipline, and a gritty “no excuses” mentality.

The apparel reflects this philosophy through:

– Bold typography

– Strong monochrome contrasts

– Dust, grit and texture overlays

– Visual storytelling inspired by fight culture and old-school bodybuilding

Every asset is built to feel alive, intense and memorable.

Purpose of This Project

This clothing collection was created as part of the brand’s upcoming launch to:

-Establish the visual universe of GRND HOUSE

-Test audience reaction to the streetwear direction

– Build early brand desirability

– Create a foundation for the future merchandise line

The result is a cohesive, dark, hype-driven aesthetic that perfectly matches the brand’s identity and market positioning.