If you’ve ever woken up as a different version of yourself than the day before, congratulations — you’re already part of the I Identify As™ universe. Some days you’re Chaos Carl. Some days you’re Sleepy Susie. Some days you’re Disrespectful Daniel with a side of “not today.” And if you’re a parent… well, you’re Parental Fatigue Fiona seven days a week.
Identity isn’t one thing. It’s a rotating cast of personalities, moods, energy levels and questionable decisions. So instead of pretending we’re consistent humans with our lives together, we built a brand that celebrates the chaos.
Where It All Started I Identify As™ began with one simple idea: What if clothing and apparel could say what you’re actually thinking?
Not the polished version. Not the corporate version. Not the “I’m fine” lie we all tell. The real version.
The tired version. The sarcastic version. The introverted version. The “I’m one inconvenience away from losing it” version.
And so the characters were born.
Meet the Universe Every character in the I Identify As™ world represents a different identity you slip into without even realising:
Original Ovi — the shape‑shifting mascot of every mood
Chaos Carl — impulsive energy and beautiful mayhem
Disrespectful Daniel — sarcasm, side‑eye and emotional unavailability
Socially Done Sandra — introvert energy and quiet rebellion
Sleepy Susie — low‑battery comfort and cosy vibes
Parental Fatigue Fiona — caffeine‑powered survival mode
They’re not just designs — they’re personalities you already know (and probably are).
Why Identity Matters We’re all tired of pretending. We’re tired of being “on.” We’re tired of being polite when we’re done. We’re tired of being awake when we’re Sleepy Susie at 3%.
Identity isn’t a box — it’s a spectrum. And every version of you deserves to exist.
So we made clothing and apparel that lets you express yourself without saying a word.
Why People Love It Because it’s: Relatable — you’ve lived these moods Comfortable — premium materials, unisex fits Funny — humour that hits because it’s true Honest — no filters, no pretending Personal — you choose the identity that fits today
It’s fashion with personality — not just a logo.
What’s Next More moods. More chaos. More comfort. More identity‑driven designs that make people say, “That is SO me.”
The I Identify As™ universe is only just getting started.
Final Thought If you’ve ever felt misunderstood, exhausted, chaotic, introverted, sarcastic, overwhelmed or just done — welcome home.
You identify as something. We just help you show it.