Everlast was born in the mean, urban cauldron that is the Bronx. That's why our gritty heritage is as enduring as the area itself.

Like most tough neighbourhoods, there is a certain romance about the Bronx. It's about the people, the survivors and the drama. These are the things that make up the Bronx, and therefore these are what make up Everlast.

We've earned our stripes doing it hard on the mean streets of one of the toughest neighbourhoods in the world. Which is why you won't see typical images of happy smiling people wearing our clothes.

After all, nothing soft comes out of the Bronx.