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THE STORY
Lower Your Shoulder has been on quite the journey. The original concept was developed by musician Ben McKelvey:
‘I created Lower Your Shoulder back in 2013. It began as my own record label out of pure frustration that no one would sign me. I got up at 5am and headed to the gym to hit the heavy bag and thought fuck it. If no one will sign me I’ll sign myself.’
Operating music through Lower Your Shoulder led Ben to hit the road on some big support tours and eventually headline shows. Since the beginning of his career he had worked closely with producer Jake Robbins who had been involved with everything from recording, design and more importantly an ear to bend whenever things weren’t going right.
Ben needed a logo for his music. He brought the bird concept to Jake who designed it and brought it to life. The bird then became a favourite amongst fans and saw merch sales increase.
But there was something else brewing. Growing up in the punk scene since they were kids, both Ben and Jake had dreamt of running their own clothing line. The bird logo and name was perfect for a company that represented what they believed in; creativity, freedom of expression and hard graft against the world.
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LOWER YOUR SHOULDER
As musicians at heart we’ve followed and studied movements of bands and songwriters since we can remember. It’s what we live for.
The strains and uncertainty of working in the music industry eventually led us onto boxing bags, under pull-up bars, and into squat cages. Fitness and strength building helped us recharge so we could relentlessly chase our dreams and establish ourselves as a lifestyle brand...
Our toughest days were battled with pounding the pavement or listening to our favourite records. Our biggest highs were performing on stage to thousands or putting our bodies through the toughest workouts we could master.
Either way, music and fitness has been there for us when we needed it most.
We believe feeling that the world is against you every now and then builds the best character. It can push you to be a better version of yourself, whatever you are striving for.
LOWER YOUR SHOULDER is the underdog fighting for his rightful place. It’s the last man standing. It’s you against the world.