Not Just a Brand.
A Bruised-Up, Board-Loving
Brotherhood.

The brand that puts a smile on your face 😄

Falling Flat on your Face wasn’t supposed to be a clothing brand. It all started with a cheeky idea for a Caribbean pop-up restaurant called Goldees Caribbean Jerk-Off (yes, really). But like many great ideas, it took a wild turn — and somewhere along the way, it morphed into something completely unexpected… and totally right.

At first, I was going to call it Face Plant (thankfully, that didn’t stick). Then I spoke to my son Zak — a bloody good skater (check out the video at the bottom of the website) — and he said,
“Let’s think outside the box... Falling Flat on your Face.”
That was it. No other name said what I wanted to say in so few words. It summed up my life, my mindset, my mission — perfectly.

But getting here hasn’t been easy.
This brand has been over two years in the making.
It’s taken time, energy, tears, doubt, and a whole lot of stubborn determination.
It’s been a tough ride.
But like the name says — I fell flat on my face... and I got up again.

That’s what this brand is about. Resilience, humour, creativity, and not giving up.
Whether you’re learning to skate, launching a dream, or just getting through the day — we’re all just trying to keep going. One way or another.

What We Stand For

We’re more than just a streetwear label — we’re a mindset:

• Humour & creativity – because life’s too weird to wear boring clothes
• Resilience & honesty – fall down seven times, laugh, and stand up eight
• Authenticity & passion – no filters, no fakes
• Customer focus & accountability – we make this with and for you
• Quality, diversity, uniqueness – the designs speak for themselves
• Sustainability – when you wear our gear, you help keep plastic bottles out of landfill

What We Make

Our gear is made for life in motion:

• Hoodies
• Tees
• Sweatshirts
• Hats
  (And more to come.)

Built for skaters, creators, and anyone who's ever wiped out but kept moving.

Who’s It For?

For the people who enjoy life, embrace the wipeouts, and don’t take themselves too seriously.
Skaters, survivors, artists, mess-makers, daydreamers and doers — this is your brand.

Why We're Here

Because everyone falls.
But not everyone gets back up smiling.

Falling Flat on your Face is a reminder to laugh, learn, and lean into the ride.
No matter how long it takes.
No matter how hard it gets.
We’re here to make you feel good, look good, and most of all — remind you that you’re not alone.

Come ride with us.
And if you fall flat on your face? At least you’ll be doing it in style.