Join the Rebirth of the Warrior

Join the Rebirth of the Warrior

Couture meets Street!

“Bushi” means “Warrior” in Japanese and draws from Japanese culture as it fuses with the aesthetics, struggles, and triumphs of the New York City streets. The intersection of high fashion and urban grit.

The Phoenix rising from fire on the logo represents rebirth of the warrior each day. Yesterday is gone and a new Warrior has arisen with strength and grit to meet the challenges. We are all then “Bushi” warriors with strength, discipline, and a fighting spirit.

Bushi goes beyond selling basic apparel to selling an image of success, blending streetwise grit with casual glamour, high-end ambition, and luxury. It aims to “keep it real.”

Behind the Logo

Bushi centers on the philosophy of “Clothing Without Prejudice,” treating fashion as a vehicle for social activism, unity, and empowerment. Bushi is rooted in translating authentic hip-hop culture, urban street sensibility, and the entrepreneurial hustle into an aspirational global lifestyle brand. The brand’s design approach is built on living the culture rather than manufacturing it from outside focus groups.

Bushi believes in Community Ownership

Co-founders of Bushi, and brothers by adoption - Bryant & Dano Jones

Founded by the Jones brothers in New York, the brand emerged during a period of high racial tension, gang fragmentation, and social inequity.

Created by and for the community, the brand rejects mainstream fashion exclusion by centering representation, using multi-racial models, and honoring hip-hop culture.

Life is like a pot of very hot water. It can be a harsh, stressful, and difficult place. You will find yourself in environments and facing conditions that test who you truly are, and can change, weaken, or harden you if you let them. You are feeling the pressure of work or school, the hate on social media and the negativity in the world is rising; it’s all one big pot of boiling water. You can be like the carrot that is weakened and softened by its environment. You can be like the egg that is hardened by its environment. Or you can make the choice to adopt the "Bushi" lifestyle by being like the coffee bean that transforms its environment.

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