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 wearing balaclavas and throwing up finger guns on Instagram. These were the types of people I looked up to when I was younger, but instead of making millions rapping, I ended spending half a decade in prison.
Stupid, I know.
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, after coming out of prison straight, I started a streetwear label to represent the real ones.
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."
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On Lock Apparel is a label for weapons like you, 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 100% luxury cotton that smokes every other Tee in your wardrobe (we legit put a guarantee on it).
I know we're not saving the world here at On Lock, but we've created a way to look fresh AF in unreal quality cotton, whilst giving back to our future and the planet.
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