The 1% Club: More Than a Fashion Brand, It’s a Mindset.

In 2021, Joseph experienced a moment that changed everything. His daughter was born, and as he held her in his arms for the first time, a rush of emotion hit him. He knew he had a responsibility far greater than himself – he had to give this little girl the best possible start in life.

Not long after, a conversation with a close friend shifted his perspective. When he asked, "Why do you always message me so early in the morning? I thought successful people could afford to wake up late?" the response changed his outlook: success isn’t about comfort, it’s about commitment. His friend spoke of early mornings, late nights and the sacrifices required – missing parties, skipping the fun – all to build something bigger than himself. That was the moment Joseph decided to change everything.

He made a commitment to himself, his family and his future. He embraced the mindset of the 1% – working when the other 99% wouldn’t. Digging deeper, never quitting. In just four years, he went from a sales executive to becoming the youngest Head of Hospitality in the Premier League. As he started documenting his early mornings and sharing his journey, more people resonated with the message. Soon, others began tagging him with ‘The 1%’ – a movement was forming.

The Birth of The 1% Club

Seeing this mindset spread beyond him, Joseph knew it had to become something real. That’s when he connected with Ryan Squibb, and together, they decided to turn The 1% Club into more than just a movement – it became a brand.

This isn’t just another clothing line. It’s a representation of the relentless pursuit of success, the discipline to push forward when no one is watching, and the drive to be part of the 1%.

The First Drop

The first collection embodies this mindset through three staple pieces:

• 1% Club Oversized Hoodie  (Black & Grey)

• Relaxed Fit Tee  (Off-White & Black)

• Women’s Racer Crop  (Off-White & Black)

Each piece is designed for those who embrace the grind, the ones who get up before the sun, who push harder, who refuse to settle.

Be Part of the 1%

This isn’t just about fashion – it’s about being part of something bigger. It’s a reminder to stay hungry, stay committed and never stop pushing forward.

Follow @the1percent.co.uk and join the journey. Because success isn’t given – it’s earned. See you at the top 👀