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When I started Above Average Clothing Limited, I wasn’t trying to build a fashion label. I just wanted to create something that felt real — something that reflected how I think, how I live, and what I care about.
Mindset has always been at the centre of that. But the more I worked on the brand, the more I realised that mindset looks different depending on who you are and what moves you.
That’s where the idea for the four identities came from.
Each one represents a part of my life or the people closest to me. They’re not just product categories. They’re personal.
I’m a drummer. Not a pro, no endorsements, not gigging every night — but it’s part of how I see the world.
I created DRMMR because I wanted clothing that matched the mindset of a drummer:
Focused. Disciplined. Quietly intense.
It’s streetwear for people who understand rhythm, repetition, and what it means to be relentless behind the scenes.
The tees are organic. The hoodies are heavyweight. The designs are minimal but intentional. Because that’s what I’d want to wear — not just on stage, but in everyday life too.
My daughter has grown up around horses. Her world is shaped by early mornings at the yard, riding lessons, and a deep understanding of the animals she cares for.
But she also lives with disabilities — less visible ones like autism, albinism, and a visual impairment. Horses have given her confidence, freedom, and a way to express herself without words.
EQSTRN was built for her. And for anyone who believes being “horse-first” isn’t a slogan — it’s a way of life.
This identity isn’t about riding fashion or performance gear. It’s about comfort, care, and mindset-led clothing you can wear at the yard, on a hack, or on a day off.
My son is learning guitar, and watching him get completely absorbed in it reminded me how creative energy works — quiet, focused, and obsessive in the best way.
GTRST is for people like that.
It’s not flashy band merch. It’s not stagewear. It’s for the players who sit on the edge of their bed looping the same riff for hours because it means something.
The identity is built around comfort, creativity and intention — clothing you can move in, record in, teach in, or just feel like yourself in.
I didn’t set out to make sub-brands. I set out to reflect real people.
Each identity is part of my world, and each one is grounded in what I believe clothing should do:
Reflect who you are
Fit your lifestyle
Say something without shouting
And never compromise your values
Whether you're behind a drum kit, in the saddle, holding a guitar, or planting a border — there’s a mindset behind the action.
Above Average Clothing is about wearing that mindset, whatever it looks like for you.
All identities share the same foundation:
Organic cotton and recycled materials
Plastic-free packaging
Produced locally and with renewable energy where possible
10% of profits donated to Place2Be, supporting children’s mental health
And the same quiet motto:
No ego. Just evolution.
Above Average Clothing is a small, one-person brand. There’s no team behind the scenes. Just me — trying to build something meaningful and sharing it one identity at a time.
If you see yourself in one of these, I’m glad you’re here.
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