NEVER WILL I DIE
The Bravery Story
BACKGROUND
Growing up in South Africa, Bravery Founder Toby Gutteridge witnessed from a young age how easy it is to make bad choices and fall into a life of crime, gangs and drugs. His route out was through extreme sports. As a motocross racer, surfer and all-round adrenaline junkie, Toby developed a determination to push his limits.
It was this determination that, in 2006, took Toby to the UK where he successfully became a Royal Marine Commando. It was the same determination that saw Toby move on to serve with the Special Boat Service, one of the world’s elite Special Forces units.
In 2009 however, Toby’s life changed forever. Whilst on operations in Afghanistan, he was shot in the neck, severing his spinal cord, leaving him paralysed from the neck down and breathing through a ventilator. Ever since, Toby has been living his own survival story. A story that requires him to be brave, face his fears without choice, to overcome new challenges each and every day and to fight on.
Those who are brave are free
Bravery is forged from a passion for skateboarding, surfing, and dirt biking, driven by anunyielding resolve to push limits, embrace bravery, and live life on the edge. Be fearless in the pursuit of what sets your soul on fire.
The lion is born
In 2016, Toby founded Bravery. The extreme sports brand - with a difference. As well as creating great products for the extreme sports enthusiast, Bravery supports charities that empower children and young adults to overcome their own adversities through courage, strength and determination.
Toby has had to overcome the loss of his body, his career and his identity, yet his own bravery and determination has allowed him to bounce back stronger than ever. Through his brand, he is still determined to make a difference in the world and in people’s lives.
“Bravery is more than just clothing. It’s a way of life.” We believe the clothes you wear can act as your personal inspiration as well as making a difference to the lives of others.
“It wasn’t too long ago that I was needing to dig deep and find the inspiration to overcome my worst fears. So I asked myself, what can I do to help others in the same place?”
Bravery is the result.
it's a mindset
It isn’t about physical immortality, it means embracing an unshakable belief - where no setback, no failure, no obstacle can truly defeat us. It is about finding that one thing in life that sets you free, but you need to believe in yourself or none of this matters.
We are dedicated to creating innovative products, building a community, and celebrating stories that inspire people to unleash their inner bravery and transform their lives.
protecting our planet
The Bravery pledge
We source sustainable materials and prioritize ethical practices ensuring that our products align with our values of responsibility and integrity.
Bravery produces superior quality, eco-friendly clothing that respects people and the planet. We aim to make all our products 100% GOTS-certified organic cotton and recycled materials such as recycled polyester and modal.
The Bravery brand serves as a reminder that bravery is not the absence of hardship but the resilience to face adversity and rise back up after getting knocked down by life.