What Shoyoroll does

Shoyoroll Corporation is a privately held, direct-to-consumer premium apparel brand headquartered in Signal Hill, California, that designs, manufactures, and sells Brazilian Jiu-Jitsu (BJJ) uniforms (kimonos), training apparel, and accessories. Founded around 2004 and operating for approximately 20 years, the company serves BJJ practitioners ranging from hobbyists to competitive athletes, with a secondary customer base of wrestling practitioners. The core product line is kimonos, offered across multiple tiers including the flagship Competitor series ($260+), the Comp Standard series ($185+), the ultra-lightweight WAZAir line ($184+), and Special Projects/collaborative batches ($270-$300+). Products are built using premium textile technologies including Pearl Weave cotton at 375-525 GSM, Diamond Ripstop, Double Diamond Ripstop, Twill Cotton, Ultra Twill, and Canvas cotton, with proprietary construction techniques such as gusseted assembly in the Articulated Kimono line. The portfolio extends beyond kimonos to include rash guards, no-gi shorts, leggings, sports bras, t-shirts, hoodies, belts, and accessories.

Shoyoroll operates an exclusively direct-to-consumer e-commerce model through shoyoroll.com, with dedicated regional storefronts in the UK (shoyoroll.uk) and Japan (shoyoroll.jp). The storefront is powered by Shopify with PayPal payment processing, Klaviyo for email marketing, Google Analytics for web analytics, and Facebook Pixel for retargeting. The company ships globally via FedEx and USPS. Revenue is generated primarily through one-time hardware sales across four product categories — kimonos, apparel, training goods, and accessories — supplemented by a points-based World Clan loyalty program (1 point per $1 spent, redeemable for $5-$20 discount coupons) and gift card sales. Limited-edition batch releases are subject to per-customer purchase limits, indicating demand management practices.

The company maintains a small operating team (1-10 employees) and has pursued a strategy of brand-led growth through cultural collaborations with HomeRun, Born x Raised, Nepenthes, and Dickies. It has also extended into adjacent product and content areas with the INTRA women's training wear sub-brand and the Universal Grappling System (UGS), a proprietary BJJ instructional framework distributed via Substack. Shoyoroll is privately held with no disclosed external funding, parent company, or institutional ownership, suggesting an organic, founder-controlled growth model. No revenue, valuation, or headcount growth figures have been publicly disclosed.

Name

Shoyoroll

Legal name

Shoyoroll Corporation

Website

https://shoyoroll.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Shoyoroll is a privately held, direct-to-consumer premium apparel brand that designs and sells Brazilian Jiu-Jitsu kimonos, training apparel, and accessories to BJJ and wrestling practitioners worldwide through its own e-commerce storefronts in the US, UK, and Japan.

Ownership category

akta.pro rank

Product category

Martial Arts Apparel

NAICS

Clothing and Clothing Accessories Retailers (4581), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Variety Stores (5331)

akta.pro primary industry

Uniforms & Workwear Specialty Department Stores (CRAGAGAH)

akta.pro secondary industries

Hats, Caps & Headwear (CRAAAJAE), Daiso-Style Japanese Variety Stores (CRAGAJAF), Customized & Personalized Fan Gear Retail (CRAMAOAJ)

Keywords

• Brazilian jiu-jitsu kimonos
• Martial arts apparel
• Bjj training gear
• Rash guards shorts
• Combat sports uniforms

Headquarters

HQ city

Signal Hill

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Product Sales - Kimonos: One-time purchase revenue from selling premium Brazilian Jiu-Jitsu uniforms (kimonos) ranging from $179 to $305, including Competitor series, Comp Standard series, WAZAir ultra-lightweight line, and Special Projects/collaborative batches.
2. Product Sales - Apparel: One-time purchase revenue from selling t-shirts, hoodies, polo shirts, and wrestling-specific apparel ranging from $45 to $97.
3. Product Sales - Training Goods: One-time purchase revenue from selling rash guards, shorts, leggings, sports bras, and training wear ranging from $70 to $149.
4. Product Sales - Accessories: One-time purchase revenue from selling belts, socks, water bottles, athletic tape, notepads, and gift cards ranging from $20 to $200.
5. World Clan Loyalty Program: Points-based loyalty program where customers earn 1 point per $1 spent and can redeem for discount coupons (500 points = $5, 1000 points = $10, 2000 points = $20). New account signups receive 50 SYR Points.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Shoyoroll designs, sources, and sells premium Brazilian Jiu-Jitsu uniforms (kimonos) — including the flagship Competitor series, Comp Standard series, ultralight WAZAir line, and Special Projects/collaboration drops — alongside no-gi training goods (rash guards, shorts, women's activewear), casual apparel (wrestling tees, hoodies, polos), and accessories (belts, socks, water bottles, athletic tape, notepads, gift cards). All products are sold direct-to-consumer through the company's own Shopify-powered e-commerce storefront at shoyoroll.com, with global shipping and no third-party retail distribution.

Product overview

Shoyoroll is a premium Brazilian jiu-jitsu uniform and apparel brand. The product portfolio centers on kimonos (gis) as the core product line, complemented by training goods (rash guards, shorts, sports bras, leggings), apparel (t-shirts, hoodies, wrestling gear), and accessories (belts, socks, water bottles). The kimono range includes flagship Competitor models and Comp Standard designs for competition use, the ultralight WAZAir line for training and travel, and Special Projects/collaboration releases for limited editions. Women's training wear is offered under the INTRA sub-brand. The Universal Grappling System (UGS) represents an educational framework rather than a technical product.

Differentiator

Problem solved

Functional benefit

Products and services

• Competitor Series Kimonos The flagship competition kimono line for Brazilian Jiu-Jitsu, offered in multiple named models (Intra, Break, Oxe, Ordem, Tonal, The Competitor) constructed with Pearl Weave cotton jackets (375-525 GSM) and matched pants (10oz Ripstop, Poly-Cotton, Twill, Canvas, or Double Diamond Ripstop). Designed for individual BJJ competitors who need durable, competition-legal uniforms with a minimalist aesthetic for the mat.
• Comp Standard Series Kimonos Secondary competition kimono line that has been a Shoyoroll mainstay since 2010, including Comp Standard XXV, 2026 Tonal Comp Standard, YP Comp Standard, and Trace Comp Standard models. Built with 375-475 GSM Pearl Weave jackets and matched pants for hardwearing competition jiu-jitsu, sold to BJJ competitors seeking precision fitment.
• WAZAir Kimono Ultralight training kimono (WAZAir 2.0, $184) constructed from 10oz Diamond Ripstop across both jacket and pants with an engineered elasticated waistband. Built for movement, travel, and daily training; explicitly not IBJJF legal. Sold to BJJ practitioners who want a lightweight non-competition uniform.
• Special Projects & Collaboration Kimonos Limited-edition collaboration and tribute kimonos including HOMERUN (HomeRun collab, $300), Born x Raised ($290), Octagon ($270), Moto, SSS Equipes, JC, 24 Federation, FC, Beast Retro, Like Cheese Retro, Grunge, and S.UGS. Most are not IBJJF legal and carry per-customer purchase limits. Sold to collectors and culture-oriented BJJ practitioners seeking scarce drops.
• No-Gi Training Goods (Rash Guards & Shorts) No-gi training apparel across the Vanta, Pela, ARC, and Strata technical fabric lines, including short-sleeve and long-sleeve rash guards (PW Ranked, Nepenthes, etc.) and 4-inch and 6.5-inch inseam training shorts. Designed for individual BJJ and no-gi practitioners who need competition-grade no-gi apparel.
• INTRA Women's Training Wear Women's-specific training wear sub-brand offering athletic apparel for female BJJ and training practitioners, including the WAZAir Sports Bra and WAZAir Leggings ($85).
• Casual Apparel (Wrestling & Lifestyle) Casual lifestyle and wrestling-branded apparel including wrestling tees (IOWA, PENN, CALI from $45), OG Tee (25.4), Pennant Tee (25.4), Wrestling Polo Shirt (from $68), Wrestling Hoody (from $90), and 90's Hoody (from $90). Targeted at wrestlers and BJJ cross-trainers who want team-representation and lifestyle merchandise.
• Accessories Accessory line including Wrestling Socks XXVI ($20), Pilot Erasable Pen + Rhodia MAT Notepad SET ($25), Klean Kanteen 16oz Cup ($23), 2025 Athletic Tape 3-Pack ($30), Ultra Premium Satin Belt V3 (from $65), WAZAIR Ranked Belt ($28), Ultra Premium Belt V9 Ripstop (from $40), and Shoyoroll Gift Card (from $25). Sold to BJJ practitioners and gift purchasers.
• World Clan Loyalty Program Points-based loyalty program where customers earn 1 point per $1 spent and redeem for discount coupons (500 points = $5, 1000 points = $10, 2000 points = $20). New account signups receive 50 SYR Points. Drives repeat purchase and retention among individual BJJ customers.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• HomeRunminorStrategic or Co-development PartnerCollaborative capsule collection with New York-based brand HomeRun. The HOMERUN Kimono blends Shoyoroll's uniform foundation with HomeRun's stripped-back, gym-rooted aesthetics, built around movement, repetition, and everyday discipline of training. Available in White with purchase limit of ONE per customer/household.
• Born x RaisedminorStrategic or Co-development PartnerCollaborative collection bringing together Shoyoroll from the mats and Born x Raised from the streets of LA. Both brands are rooted in community, identity, and belonging. The Born x Raised Kimono features layered graphics and emblems inspired by LA's visual history. Collection includes the kimono in White.
• NepenthesminorStrategic or Co-development PartnerCollaborative partnership featuring Nepenthes-branded kimonos and training wear. The Nepenthes Kimono and Nepenthes Training collection explore creative spaces beyond traditional Jiu-Jitsu, integrating elements from diverse artistic disciplines.
• DickiesminorStrategic or Co-development PartnerWorkwear-inspired collaborative collection with Dickies, combining Shoyoroll's BJJ uniform expertise with Dickies' heritage workwear brand identity.
• ShopifycoreTechnology or IntegrationE-commerce platform used to process payments and power the online storefront at shoyoroll.com.
• PayPalcoreTechnology or IntegrationPayment processing partner used to process payments for transactions on the online store.
• KlaviyocoreTechnology or IntegrationEmail marketing platform used to send email marketing campaigns and newsletter communications.
• FedExcoreOthersPrimary shipping carrier for domestic orders in the 48 contiguous states, offering FedEx Ground, Ground Home, and FedEx 2-Day shipping options.
• USPScoreOthersShipping carrier used for Alaska, Hawaii, US Territories, APO/FPO/DPO addresses, and international destinations.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Scramble: UK-based BJJ and MMA apparel brand known for subcultural aesthetics and limited-edition drops. Highly comparable to Shoyoroll's collaboration-driven, premium-positioning model with cult-follower customer base.
• Keiko Raca: Brazilian premium BJJ gi brand known for competition-grade kimonos and international sales. Comparable to Shoyoroll in targeting serious BJJ competitors with high-GSM pearl weave constructions and limited editions.
• Hyperfly: Premium BJJ gi and apparel brand with deep roots in jiu-jitsu culture. Directly comparable to Shoyoroll in product range (kimonos, training gear, accessories) and target customer (BJJ competitors and enthusiasts).
• Tatami Fightwear: UK-based BJJ gi and apparel brand with global e-commerce presence. Closely comparable to Shoyoroll as a specialist BJJ brand offering kimonos, no-gi apparel, and accessories with strong subcultural branding.
• 93brand: Brazilian-rooted BJJ gi brand with global DTC sales. Directly comparable as a specialist kimono brand targeting competitors and practitioners with premium pricing and limited-edition releases.
• Koral: Brazilian premium BJJ apparel brand with fashion-forward aesthetic and international DTC. Directly comparable to Shoyoroll in positioning kimonos as lifestyle/cultural products rather than purely functional gear.
• Progress MMA: UK-based combat sports apparel brand offering BJJ gis, training wear, and accessories. Comparable to Shoyoroll in product mix, premium positioning, and global DTC e-commerce distribution.
• Fuji Sports: Established BJJ gi and martial arts apparel manufacturer with global distribution. Comparable to Shoyoroll as a heritage kimono brand serving BJJ practitioners across competition and training use cases.
• Bull Terrier: Long-established Brazilian BJJ gi brand with global distribution and premium positioning. Comparable to Shoyoroll as a heritage kimono specialist with international reach and competition-focused product line.

Broad incumbents

• Hayabusa: Larger combat sports brand with broad MMA, boxing, and BJJ portfolio including apparel, gloves, and protective gear. Comparable in BJJ apparel category but operates at significantly larger scale and broader sport coverage.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shoyoroll