The Story of SWADE


Today, the definition of a man is complicated. Now is the time to normalize the conversations around male positivity so all men can be strong for themselves and for the people in their lives.

SWADE was founded by four great friends determined to spread a message of male positivity in today’s society. After an evening of food and drink while reminiscing about life, family, health and speaking freely about the people, values and causes dear to their hearts — the ethos SWADE was born. They envisioned a movement, not just a brand.

Launched during the COVID-19 pandemic in the summer of 2020, it was time to unveil our message. SWADE is an apparel and personal care brand that strives to highlight the positive traits of men in today’s society — all with a distinct focus on inclusivity, the environment, and social responsibility.

Our Mission

Our mission is to promote male positivity for every man, everywhere, every day — no matter who you are or how you choose to define yourself.

Our Vision

The desire for all mankind to have love in their life, respect for themselves and each other, and the balance to live in harmony.

This would become their message, their passion, the movement for all to Be SWADE.

Founder's Blog

Words captured by the founders, from the beginning, in one spot. For those who still enjoy the written word....

Joey : Our Heritage

The inspiration of the SWADE ethos comes directly from a beloved family member, Uncle Joey. Joey’s mantra was to have “LOVE in your life, RESPECT for yourself, and others will give you BALANCE for you to live in HARMONY.” These attributes embody the SWADE ethos.

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