Building Monksee: Insights from the Founder of a Bold Apparel Brand

Building Monksee: Insights from the Founder of a Bold Apparel Brand

Monksee Apparel is not your typical clothing brand—it's a rebellious statement of individuality and authenticity. Born out of a choice between starting a bold creative venture or pursuing an entirely different path, Monksee reflects a fearless, unapologetic philosophy: embracing who you are and loving it. With a commitment to staying true to its roots, Monksee caters to those who defy trends and embrace self-expression.

From its no-nonsense approach to sustainability to its customer-focused design philosophy, Monksee has carved a niche for people who prioritize quality, comfort, and personality over fleeting fashion fads. In this candid and refreshingly honest Q&A, the brand's anonymous founder shares the journey, mission, and future vision of Monksee Apparel—proving that when you create from a place of authenticity, the right people will always find you.

What inspired you to start Monksee Apparel, and how did you choose the name?
Let’s just say it came down to two very different paths: an OnlyFans page called “Spanking the Monkey” or starting an apparel brand. I think I made the right choice—even if it was a bit misguided at the time. Monksee Apparel was born out of a desire to create something real, something unapologetically unique.

What is the mission or core philosophy behind Monksee Apparel?
Monksee is all about not giving a f***. It’s about being yourself and loving every bit of it. We don’t make stuff for everyone—just for people who are comfortable in their own skin and don’t want to wear something just because a celebrity or some influencer says they should. If you’re cool with who you are, Monksee is for you.

How has Monksee evolved since its inception?
Honestly, I’m not sure it has. The philosophy has stayed the same from day one. Maybe it feels more justified now that we’ve got a following and sales under our belt, but Monksee has always been true to its roots. It hasn’t changed, and I don’t plan on changing it.

Who is your target audience, and how do you connect with them?
Our audience aligns perfectly with our mission: people who are proud of who they are and don’t want to look like everyone else. Generally, it seems to resonate most with men aged 24 to 45, but anyone who shares the vibe is welcome.

Why don’t you reveal your identity?
Because Monksee isn’t about me. It’s about what I love to do and creating designs that people connect with. I have no interest in being popular or a celebrity—that kind of attention is for wankers, in my opinion.

Sustainability is important to many consumers—what steps does Monksee Apparel take to minimize environmental impact?
We do the right thing because it’s the right thing, not because we want to play the “woke” game. Sustainability information is available on our site and on each product. If you like it, buy it; if not, don’t. We’re not here to preach—you are what you do, not what you say.

How do you balance sustainability with affordability in your products?
We don’t. Monksee gear is affordable because I’ve been fortunate enough not to need massive profits. I’m not chasing a billion-dollar brand or trying to tell people how to live. That’s not my game.


Design and Aesthetic

What inspires the designs and color palettes of your garment-dyed t-shirts?
People, music, and customers inspire my designs. I don’t care about trends or what’s “popular”—I make things I want to wear and hope others feel the same.

How do you decide on the cuts and fits for your apparel?
It’s all about feel and wearability. I hate clothing that’s just about the brand name or who’s endorsing it. What matters is who’s buying and wearing it. I could make Monksee gear forever, even if I’m the only one wearing it.


Customer Connection

How do you educate your customers about the benefits of Monksee clothing?
We don’t. We design what we like and let the consumer decide. If people like it, they buy it; if they don’t, they don’t. It’s that simple.

Have customer reviews or feedback shaped your product development in any way?
Somewhat. We collaborate with customers, but it’s always about the philosophy first. If we don’t love what we’re doing, we’re not doing it.

What role does social media or e-commerce play in your brand strategy?
Social media is a tool, but I’m not a fan. It’s full of lies and BS. For us, the real marketing is people wearing Monksee—real people with real opinions. It takes longer, but it’s worth it.


Future Plans

Where do you see Monksee Apparel in the next 5 years?
Wherever we want to go and wherever our customers want to go with us.

Are there any upcoming projects, collaborations, or launches you can share with us?
There are a few, but there’s no point in announcing them now. We’ll let them happen when the time is right.

What advice would you give to someone looking to start their own sustainable fashion brand?
Advice is free, and that’s exactly what it’s worth. Figure it out for yourself—that’s the best way to make it real.

Back to blog