A few things look different around here.

The new look, the new voice, and where we're going next.

By Angie Vogel · May 5, 2026

If you've been on the site this week, you may have noticed a few things changed.

The colors are different. The type is louder. The homepage tells our actual story now instead of just selling you a rashguard. There's a blog (you're on it). There are real product categories instead of one giant pile of merch. The Members Only section actually has names under the faces.

It looks like a brand. Because it finally is one.

How we got here.

The truth is we've been making JJCo gear for a few years now, but the website never caught up to what we'd built. We were running a real apparel brand on a Shopify default , with stock photos and copy I didn't write.

So I sat down and rebuilt it. Top to bottom. Every section. Every word. Every color choice.

The result is what you see now. Cream backgrounds, pink because it's the loudest color and we are not a quiet brand. Acid green because every page needed one place that could yell. Ink black because some things deserve to be serious.

The fonts are big and confident on purpose. The headlines end in periods because they're statements, not questions. The italic emphasis on certain words exists because some words deserve more weight than others.

If you scroll the homepage now, it should feel like reading a magazine. That was the goal.

What hasn't changed.

Still designed and tested in our gym. Still made by me and Josh. Still drilled on real bodies before anything ships. Still funny, still imperfect, still ours.

The values haven't moved either: culture forward, accessibly priced, for everyone who trains. That's what JJCo has always been and what it's going to keep being.

Where we're going.

More drops, more often. We've been sitting on design ideas for months — they're coming.

A real wholesale program. Run a gym? Want to carry our gear in your shop? We work with academies and retailers across the country. Get in touch.

More events. Alchemize East Coast was incredible (full recap coming up next on the blog). The mystery merch vending machine concept is real and rolling out at the next one.

More writing here. This blog isn't a one-off. We'll be sharing recaps, drop announcements, honest behind-the-scenes notes from a two-person operation trying to do this right.

And more women's-specific gear. Our For Her collection is the thing I'm most proud of, and I'm not done with it.

That's the update. Thanks for being along for the ride.

If you spot anything that's not working :bad link, weird sizing, page that loads slow,  DM us. The team is small (it's me and Josh, and Josh mostly carries boxes), but we read everything.

❤️ — Angie

P.S. The new homepage is at jiujitsumerch.com. Let me know what you think.