Our Story
In 2017, after years of designing award-winning apparel for a global surf brand, we launched Grit Avenue. We were tired of playing it safe, of designing popular, yet soulless garments for a faceless giant. We wanted more—we craved the freedom to create on our own terms.
Inspired by the loud, flamboyant aesthetics of iconic tropical designs, we forged a path that melded the vibrant hues of Miami Vice with the rough, gritty soul of a working-class New England port.
Design & Vision
Our designs are more than mere aesthetics—they're a bold metaphor for the fierce love and unyielding admiration locals have for their gritty hometown. The tropical elements are not just nods to paradise but symbols of the beauty found in the most unexpected places. It's the same relentless passion that drives us, a devotion to the rough edges and unpolished gems that define who we are. Here, in the heart of Grit Avenue, the tropical meets the tenacious, creating a vivid tapestry that tells a story of pride, resilience, and unapologetic identity.
2017 • The Beginning
We kicked off this wild ride in 2017, holed up in a studio apartment with nothing but $500 and a single, defiant design—our signature Paradise emblem. The couch became our gritty workbench, where we heat-pressed each hat by hand, forging our vision in the heart of chaos.
2020 • Turning Point
Grit Avenue got its big break when Barstool Sports founder Dave Portnoy showcased one of our hoodies in a live unboxing. In a frenzy of clicks and chaos, our entire inventory vanished within minutes, catapulting Grit Avenue into the spotlight and introducing our brand to a whole new audience.
Today • The Next Chapter
With over 15,000 customers worldwide, Grit Avenue is roaring forward with reckless abandon. Our message spreads like wildfire, fueled by our unwavering roots. Through it all, we remain fiercely committed to quality and authenticity.