I Identify As

I Identify As™ is a UK‑based humour and identity brand built around a growing universe of characters — each one representing a different mood, mindset or version of you. From Chaos Carl’s impulsive energy to Sleepy Susie’s low‑battery calm, our characters turn everyday feelings into something you can wear, share and laugh about.

We create simple, bold and relatable designs that make self‑expression easy. No overthinking. No hidden meanings. Just clean statements, expressive characters and a sense of humour that fits into real life. Every product is made with comfort, quality and durability in mind, working with trusted production partners to ensure everything feels good, lasts well and looks sharp.

Our collections are designed for all ages and all personalities — the chaotic, the exhausted, the sarcastic, the socially done, the creatively odd and everyone in between. Whether you’re buying for yourself or gifting someone’s personality back to them, there’s a character for every kind of day.

We believe identity can be serious, but it can also be fun. Sometimes you want to make a statement. Sometimes you want to make a joke. Sometimes you want to identify as whatever gets you through the day. That’s the heart of our brand.