THE MISSION
Written by the founder Joel
I love rap and streetwear like you do, but the industries are full of fake sh*t, and you know it. Plastic gangsters and plastic clothes. Full grown men trying to look hard by promoting a lifestyle that f*cks many people over.
I allowed myself to be influenced by these weak men when I was younger, which I paid a price for.
But just like you have in your life, I took 100% ownership of my mistakes and learned from them. I learned that kids should choose their idols wisely, and that we shouldn't be promoting the fake gangster sh*t which has become the mainstream.
So I started a label to represent the real ones. The ones that see through this fake sh*t and recognise the damage it can do to the youth.
On Lock Apparel.
On Lock (phrase)
/ɒn’lɒk/
noun
1. A state of complete control, readiness, and mastery, confident in one’s ability to handle a situation with finesse.
"I've got it On Lock."
Similar: 100% down Guaranteed In the bag No doubt
On Lock Apparel is a label for those who have elevated above their downfalls with style and grace and want to inspire realness for their kids, young ones, and the next generation.
Every purchase you make with us, you'll be donating to kids without a dad, helping them stay on the right track, you'll be planting a tree, and you'll be making zero plastic waste.
You'll also be wearing The Best Feeling Oversized Tees in the Game (we legit put a guarantee on it).
Look I'm no guru, I'm human, and I know we're not saving the world here at On Lock, but I'm using my mistakes to bring more positivity into the world.
I'm focused on producing premium quality cotton gear that people are proud to wear, not just for the feel of the fabric, but as a reminder of the quality human they are becoming.
So if you're a real one, if you want a fresh fit feeling that can't be matched, and if you want less fake fabric and fake facades on the planet... On Lock Apparel is for you.
Mad love
Joel