Doughnuts & Deadlifts is a lifestyle and apparel brand designed to appeal to lifters of all kinds who have adopted flexible dieting in order to reach their personal athletic and fitness goals.
How did it all start? Based out of NYC, Doughnuts & Deadlifts was officially established in March 2014, and was born out of a Sunday gym-ritual in Southern California where I would grab a couple dozen doughnuts from The Donuttery in Huntington Beach and spend an entire day pulling heavy weights from the floor. What started as a hashtag turned into a full-blown movement by the end of the year. Decisions were made and t-shirts were printed. To my surprise, I couldn’t keep them in stock.
At that point I knew that we were on to something, and the plans for Doughnuts & Deadlifts were kicked into high gear. I moved the business out of my apartment and into a large basement outside of the city and I hired my first full time employee. A year after that, we relocated the business to Reno, Nevada where my gym had about 2000 square feet of empty space upstairs. This would be where DNDL came to be what it is. A new team was formed, more people were hired, more risks were taken, more experience was gained. Nearly two years following the move to the upstairs of Black Iron Gym, DNDL just moved into it’s own 6,000 square foot warehouse less than two months after we made the huge decision to move into “cut and sew” and manufacturing large quantities of custom garments that we designed. The collections that we do screen print will now be done in house, as we invested in high end printing equipment. All these moves have been made for our customers and athletes. We have willinglt spent the money needed in order to grow and continue to provide excellent products in a timely manner.
The past 3.5 year have been spent designing new apparel, sponsoring the hardest working athletes, learning about screen printing, going on doughnut tours, experimenting with manufacturing, giving back, traveling the country to hoist barbells, and seeking out the best doughnut shops around the world.
Doughnuts & Deadlifts has a very unique, and increasingly expanding audience. Our brand appeals to a broad spectrum of athletes: powerlifters, Olympic weightlifters, CrossFitters, bodybuilders, and even people who are brand new to training.
Doughnuts & Deadlifts is more than a clothing company; it’s a lifestyle, and a movement. We exist for those who understand performance nutrition. Smart athletes don’t look at food as “good” or “bad”. An athlete sees a doughnut and sees carbs to fuel their training. Our devotees are always chasing their next PR and understand that the proper way to fuel (and celebrate) a PR is with tasty treats.
The Doughnuts & Deadlifts motto is EAT. LIFT. LIVE. Doughnuts & Deadlifts is about a lot more than a celebration of gourmandizing meatheads, or my penchant for alliteration. It is a statement of purpose, or more specifically, repurposing. The health and fitness industry is stuck, and it profits from repackaging the same tired gimmicks to people who don’t know any better. Our goal is to build awareness and spread knowledge of better training methods and optimal nutritional strategies to combat the prevailing opinions of a misguided industry.
So here we are . . . a company made up of fitness misfits, doing our best to create a brand that supports an alternative to the status quo, a much-needed shift from the absurdity of the ambiguous notion of “clean eating”. We are the alternative that says, “Hey, you CAN have your cake doughnut and eat it too”. Moderated indulgence isn’t incompatible with health, fitness, and strength. We don’t sugarcoat the truth; we just prefer it glazed or cream filled.