Article: Why I’m Launching Honesty Brutal
Why I’m Launching Honesty Brutal
Does the world really need another fashion brand?
Aren’t there already too many options?
Isn't there too much waste?
These are questions I’ve asked myself again and again before deciding to move forward. And yet, here I am—launching Honesty Brutal.
What Is Honesty Brutal?
It’s a streetwear brand built on raw, unfiltered expression. It’s powered by original artwork—mine for now, and eventually others’—transformed into limited-run, wearable pieces. The name might sound strange, but it’s intentional. I wanted something that reflects the spirit of the work: honest in intention, brutal in truth. No filters. No chasing trends. Just something real.
As an artist, I’ve always wanted to bring more beauty into the world—not just to decorate it, but to create something that stirs people. Clothing felt like the most natural next step. After all, what we wear is deeply personal. It’s how we express identity, feeling, and individuality.
Honesty Brutal is about making that expression tangible.
Why I Chose to Launch Now
Over the last five months, I’ve been quietly working on this. Reaching out to dozens of suppliers. Testing multiple print-on-demand platforms. Ordering over 50 samples. Trying, failing, trying again—until I finally found the right mix of materials, fit, and printing partners that felt aligned with my vision.
Most of the apparel is printed in California—Los Angeles and San Diego—with select production in Portugal. Accessories are made in China. As a small brand, I don’t yet have full control over the entire supply chain, but I’m moving toward a curated list of partners I believe in—socially, environmentally, and ethically.
A Commitment to Intentionality
Everything I make is made to order. That means no overproduction, no excess waste. I only create a few samples for events and pop-ups. And each design is limited to 100 units total. Once they’re gone, they’re gone. The only exception is the First Impression collection—core logo tees that introduce the brand.
This approach isn’t just about sustainability. It’s about giving every piece meaning. You’re not just buying a hoodie or a jacket—you’re collecting a small fragment of a larger story.
Not Just About Me
Eventually, I want Honesty Brutal to become a platform—not just a brand. My goal is to collaborate with emerging artists and turn their work into capsule drops. Pieces that live off the canvas, on bodies, and out in the world. I’m aiming to kick this off in 2026, once I’ve built the foundation to do it right—both creatively and financially.
Art shouldn’t be locked away in galleries. It should be worn, lived in, seen.
What I Believe
I believe people are hungry for clothing that means something. Not just another piece to add to the pile—but something bold, expressive, and deeply personal.
That’s what Honesty Brutal is about. Art as identity. Clothing as truth.
Want to Get Involved?
If any of this resonates with you, I’d love to invite you in:
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Or just send me your thoughts. Whether it’s about the designs, the mission, or the site—your feedback means the world. You can reach me directly at Alex@honestybrutal.com
Thanks for reading.
Thanks for being here.
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Alex Z. Wang
Founder, Honesty Brutal
August 1, 2025
