Hey! I’m Sonny.

I am the Founder, Designer, Printer, Packer, Customer service-er? and everything else in between.

I didn’t start DEADSWAG to get rich or to be a big fashion brand. I started it because I was struggling. I had the best paid job i’d ever had, but I’m the type of person who CANNOT work for other people.

I came to the realisation that my time was far too valuable to waste working jobs I have little or no interest in. I realised, instead of trading my time for money, I could start doing something I actually enjoy, for myself. Don’t get me wrong, it was financial suicide and i’m still recovering, but I was more than happy to take the hit if it meant I could eventually do what I love.

Then in the midst of the chaos, a curveball was thrown and I became a dad. ‘Stressful’ and ‘tired’ are just 2 of the words I’d use to sum up parenthood so far. Factor in setting up and running a new clothing business with no experience and a very overactive brain, and I have 2 more words I like to use. But now isn’t the time nor place..

Luckily though, I love a challenge, I love being a dad and I love what i’m doing, so the longer I can I keep doing this, the longer I can justify to myself that this was 100% one of the best decisions I ever made.

Anyway, that’s probably enough from me, I do have a tendency to say more than needs to be said, so thank you for dropping by, reading my life story and I hope you’ve found your place here.

Big love,

Sonny//DEADSWAG