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About Us.

I didn’t start Choke Cartel because I wanted to “start a brand.” I started it because I wanted a voice for people like me — the ones who fell in love with jiu-jitsu and never looked back. The ones who show up even when life’s heavy, who don’t care about fame, only flow. I’ve been the white belt with no clue, the one getting crushed, learning the hard way. I’ve felt the highs of progress and the lows of plateaus. And through it all, the mats kept me grounded.

But out there? Most brands didn’t feel like us. They felt like copy-paste designs, overpriced drops, or hype over heart. So I made something different. Something real.

Choke Cartel is for the misfits, the underdogs, the grinders. For the ones who bring flip flops, a gi, and a whole lotta respect. It’s not about being flashy. It’s about being solid. A community that’s got each other’s backs — on the mats and off.

This is my story. But more than that — this is our story. Welcome to the Cartel.

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