About Guilty


I’ve never been arrested before…

I mean I’ve done some pretty dumb things just like most people, but as I waited in a cell with my mind racing from a concoction of emotions like adrenaline, fear, anxiety, sadness and a slight bit of happiness from the illicit substances I had ingested earlier.

There were two thoughts in my head…

The first was “Mum is going to kill me” not the most productive thought admittedly but my mum basically thinks that if you are involved with drugs you’re scarface. She caught me with weed at 17 and her next rationale thought was…

He has a gun.

Relax mum it's just a bit of pot… I’m not Walter White.

The second, a slightly more productive thought, although I didn’t know it at the time was “Guilty Apparel, now that's a cool name for a brand” and although I was fortunate enough to get off without a criminal conviction I knew I had screwed up.

So the idea of Guilty Apparel was born.

Now I didn’t just start this because I had a name that meant something to me, I started it because once I quit snowboarding I felt like I had lost my purpose in life. This is why I was partying constantly and I had no clue what I actually wanted to do with my life.

Owning my own company and getting to be a part of the action sports community has reignited the passion that I had for snowboarding. Something to look forward too, a hobby to excel at on a daily basis and a way to build a business that is involved in a community and industry that I absolutely love.

I didn’t write this to finish with some holistic fluff on being straightedge. 

I wrote this because I have always been known as a trouble maker and to me, Guilty Apparel represents the fact that getting in trouble and breaking the rules doesn’t make you a bad person. If you disagree with this statement then we are not the brand for you so feel free to hit that escape button.

Understand we all make mistakes and I know if you’re vibing with this whole story you’ve probably been just like me… Always in the principles office, constantly up to mischief but you probably also don’t tolerate bullshit and I bet you hate being bored!

That's what Guilty Apparel is all about, proving to everyone who thought you’d never amount to anything that getting in trouble & breaking the rules has nothing to do with becoming a decent human being & living an awesome life.

So what is my promise as the founder and the brand?

First of all my real name is James and I have started Guilty Apparel with essentially nothing in fact my partner Mikayla was the one who loaned me the money to start this business in the first place. My goal is to grow & build a loyal customer base that's going to watch Guilty Apparel become a GLOBAL brand.

To do that this is my promise.

  • We will make the best possible product we can.
  • We will provide the best customer service we can.

If you have already bought some Guilty Apparel you will know that the above two statements aren’t us being market standard. We do go above and beyond to make the comfiest apparel possible so that riders can be their best and our customer service is our top priority.

If you're digging what we are all about and want to be a part of this culture we're creating then there are a few different ways you can support us.

The easiest is to make sure you're following us on all our socials, especially Instagram that's where we are most active @guiltyxapparel and engage with the brand leave a comment when we post and share it around.

The best way to support us is to make a purchase, this has been started with nothing and to make it grow into a global brand we need people repping the products and showing it off to their mates. So if you can it would be unreal if you gave us a chance.

Cheers for taking the time to read our story if you have any questions email us at james@guilty-apparel.com or DM us on Instagram.