Crown the Kings began as a concept in 2017, born from a vision to fuse fitness, legacy, and fashion into a powerful men's lifestyle brand. Originally slated to launch in 2020, the global landscape at the time made introducing a new apparel label unfeasible, resulting in a delayed debut. However, in many ways, that pause became part of the brand's evolution, allowing its identity to sharpen and its details to deepen.

I wanted to reflect the discipline and ambition at the heart of Crown the Kings. The name itself evokes strength, self-discipline, and ascent to greatness, so I made design choices to reinforce that mindset. The logotype centers on the lowercase "g" from Argo, an Art Deco-inspired typeface with medieval ascenders, which gives a subtle nod to greatness and the weight of earned achievement. That single letter became a clear symbol that anchors the tagline "Define Greatness" and gives the brand its visual foundation.

The graphic system utilizes Roman numerals to reference goal-setting, founding years, and milestones, tying modern fitness culture to the timeless pursuit of legacy. It's a visual language designed not just for style, but for storytelling.

Color also played a key role. The palette grounded in black, gold, navy, and army green was selected to project confidence, grit, and masculinity. It's versatile across tanks, tees, hoodies, and outerwear, and intentionally neutral to allow the wearer to easily pair it with other items, such as jeans when worn casually outside of the gym.

Crown the Kings is now preparing for a future launch that is sharper, more refined, and truer to its mission than ever.

The mission: 

We believe true strength and character is forged in the depths of adversity. We champion the underdogs, the ones who embrace the grit and grind when others falter. Our mission is to empower men to rise above every challenge, to defy limitations, and to relentlessly pursue their own definition of greatness. We honor the mantra of the man in the arena—daring to strive, daring to fail, but always pushing forward with an unyielding will to dominate and achieve daily and future goals. Crown the Kings isn't just about fitness; it's about forging a mindset, one rep, one struggle, one triumph at a time on the journey to earn the crown in your kingdom. 

Define greatness.