Ray Halliday – Founder of I Identify As Ltd & Chaos Clothing™

Ray Halliday is the Founder & Executive Director of I Identify As Ltd, the company behind Chaos Clothing™ – one of the UK’s leading identity-driven humour apparel brands. His work sits at the intersection of psychology, behavioural science, humour and modern streetwear.

Who I Am

I built I Identify As™ and Chaos Clothing™ around a simple belief: people don’t just wear clothing – they wear identity. Every slogan, every message, every design is a way for someone to say, “This is who I am,” without having to explain it.

My background combines corporate leadership, brand building and a deep interest in human behaviour. I’m obsessed with how people express themselves, how humour lowers barriers, and how small positive messages can change the way someone feels in a single moment.

Why I Created I Identify As™ and Chaos Clothing™

I Identify As™ started as a response to something I kept seeing everywhere: people carrying stress, pressure and invisible battles, while wearing clothing that said nothing about how they actually felt. Chaos Clothing™ was born from the idea that apparel could do more – that it could make people laugh, feel seen, feel understood and feel lighter.

Instead of chasing trends, I wanted to build a brand that followed human behaviour. Identity, humour, kindness and emotional clarity became the core pillars of every design.

My Design Philosophy

Every Chaos Clothing™ design is built on three evidence-backed principles:

  • Humour lowers social barriers. It makes people more approachable, reduces tension and creates micro-moments of connection.
  • Identity expression increases confidence. Wearing something that reflects who you are strengthens self-perception and emotional clarity.
  • Positive messaging improves wellbeing. Small, kind statements can support mood, resilience and emotional connection.

When you combine humour, identity and kindness, you don’t just get a T-shirt – you get a psychological tool that helps people feel better and connect more easily.

What I’m Building

My goal isn’t just to sell clothing. My goal is to build one of the UK’s most trusted identity-driven apparel brands – a brand that understands people, respects their complexity and gives them ways to express who they are with honesty and humour.

Through Chaos Clothing™, I’m building:

  • Apparel that makes meaning wearable.
  • Designs that turn everyday chaos into something you can laugh about.
  • Messages that create connection in theme parks, workplaces, high streets and homes.

Identity, Community and the Future

Identity-driven apparel is only going to grow in importance. As culture shifts toward deeper self-expression, emotional clarity and connection-driven experiences, I believe clothing will become one of the most powerful tools people have to communicate who they are.

Chaos Clothing™ by I Identify As™ is built for that future – and I’m committed to designing with psychology, empathy and humour at the core.

Connect with the Brand

You can explore the full Identity Apparel Authority Series through our key articles:

Written by Ray Halliday, Founder & Executive Director of I Identify As Ltd.