My journey into fashion began with a teenage disco and a shirt, a cream number with a brown floral pattern that turned heads which sparked confidence. Months later, while ironing it, I realised the pattern was actually a series of cheeky cartoons of a couple in naughty embraces. That shirt became our legendary family joke and planted the seed for an attention grabbing brand that would one day blend humour and deeper meaning.

After graduating from Bournville Art College, I scribbled a note to myself: “Create a fashion brand with hidden illustrations.” I called it Rude Clothing, but life pulled me in other directions. Years passed, ideas simmered and then decades later, came a meal in Buxton that changed everything. My wife and I sat in the Lone Star restaurant, and the food moved me to tears. It wasn’t just the taste; it was the gratitude. For love, for family, for navigating a world that didn’t always make space for minorities.

That moment made me reflect on purpose. I registered a domain focused on sharing and feeding people, but it felt too narrow. I didn’t want to dilute the work of organisations already helping the vulnerable. So I paused, researched, and kept creating while working as Senior Creative at PDSA.

Eventually, I returned to the idea of Rude Attire. But this time, it wasn’t about cheeky prints, it was about empowerment. Inspired by my parents’ resilience and wisdom fuelled by a can-do attitude, the strength of my marriage, and deep gratitude for our two children, three grandchildren and an environment of opportunity, I realised that how Relentless Upbeat, Determined, Empowered my family and I have been.

In our culture, what we wore mattered. It reflected our mood, our discipline, and our pride. Clothing wasn’t just fashion it was signal. And success was never a solo pursuit. It came through community, through support, through showing up for each other. R:U:D:E Attire honours that legacy. It’s not just a brand it’s a movement.

After months of late-night sketching and soul-searching, I created the acronym R:U:D:E Relentless, Upbeat, Determined, Empowered. In early 2024, I registered R:U:D:E Attire Ltd. The mission: “To encourage every person to aim for their best self.”

Mental health challenges in the UK especially among young people are rising. Anxiety, depression, and the pressure of social media are leaving many feeling lost, lonely, and disconnected. Rude Attire is my response. It’s a wearable reminder that your worth isn’t measured in likes, but in how you show up for yourself and your community.

Whether you’re feeling stuck in the crowd, chasing validation, or simply trying to celebrate your own growth, Rude Attire offers more than style. It’s armour. It’s affirmation. It’s a quiet rebellion against the noise and a bold step toward living with intention. Because it’s not about coming first or winning every time. It’s about showing up, improving a little at a time, and honouring the journey of becoming your best self as true growth starts from within.

Carl Jolly,

Rude Attire, founder