Our Story

Uggly&Co didn’t start as a brand. It wasn’t planned, mapped out, or built in a boardroom. It came from real life — from growing up around bikes, in paddocks, in garages, around people who graft all week just to get out and race or ride at the weekend. Oil on hands, late nights, cold starts, and the smell of fuel that never really leaves your clothes. That’s where it all begins.

The brand is built from a lifetime around motorcycles. Not inspiration — real experience. Founded by Al Morris, who grew up in that world, surrounded by race vans, tools, noise, and people figuring things out as they went along. There was nothing polished about it. No big setups, no perfect plan. Just turning up, getting stuck in, and learning the hard way. Early race days were as raw as it gets — gaffa tape for numbers, guessing tyre pressures with a kick of the boot, asking which way the track goes. That was the reality. No shortcuts, no backing, just giving it a proper go.

Like most people in that world, it was all funded the same way — through work. Long hours, normal jobs, doing whatever it takes to afford tyres, fuel, and a chance to line up on the weekend. Al worked in waste management to make it happen, the same way others did in trades, on sites, in garages. Racing has always been built on grafters, and that mindset runs through everything that Uggly&Co is now.There were moments along the way that showed what was possible — racing at a serious level, lining up alongside riders who’ve gone on to make names for themselves, even racing as a wildcard ahead of MotoGP at Silverstone Circuit. But like anything real, it wasn’t all highs. There were injuries, setbacks, and moments that stick with you. A broken back. Losing a close mate on the bikes. The kind of things that change how you see everything and strip life back to what actually matters.

The path into bikes itself wasn’t straightforward either. After losing a driving licence for speeding, bikes became the next step. Then losing a bike licence the same way. Most people would’ve stopped there. Instead, it meant loading bikes into vans, travelling to race events anyway, and finding another way to keep going. That attitude — just getting on with it, no matter what — is a big part of where this brand comes from.
Uggly&Co itself wasn’t something that was sat down and planned. It happened naturally, the same way everything else did. In 2016, Al headed over to the Isle of Man for a bit of space, only to arrive during the TT. Directed in by the orange army, he ended up parked in the forecourt of an old, derelict petrol station — the Black Dub. Standing there, surrounded by the noise, speed, and atmosphere of road racing, watching bikes come through at serious pace, something clicked. No big business plan, no strategy — just a clear feeling of what this should be about. Real people, real racing, and a lifestyle that doesn’t need dressing up.

That moment was the start of Uggly&Co. Not as a fashion brand, but as something that represents the world it came from. Co-founder Tooey grew up in that same environment too, raised in the paddock, around bikes from the beginning, learning it properly from the ground up. From being pulled around on toolboxes as a kid to riding early on, it’s always been part of life. That’s what makes the brand what it is — it’s lived, not created.

At its core, Uggly&Co is built on the people in that world. The ones in garages, paddocks, workshops, and job sites. The ones putting in the hours, not for show, but because that’s just what you do. No ego, no levels, no front. From bin man to king, everyone’s the same. Just normal people, getting on with it.The clothing reflects that. It’s not over-designed, not overthought, and not chasing trends. It’s everyday gear influenced by motorcycle racing and old-school workwear, built to feel like it’s already yours. Worn-in, washed, slightly rough round the edges. Like an old jacket that’s been with you for years, or something you’d throw on without thinking twice. It’s made to fit into real life — whether that’s in the garage, at work, out for a ride, or down the pub. Simple, solid, and made to last.

There’s a quiet confidence behind it. No need to prove anything, no chasing approval, no trying to impress. Just doing things properly and staying in your own lane. Hard graft over shortcuts. Character over perfection. Consistency over hype. Everything built to last, not just in terms of clothing, but in what it stands for.

But more than anything, it’s about the small details that only people in that world understand. The late nights fixing something that should’ve been sorted hours ago. The 10mm spanner going missing. The sound of a two-stroke on a cold morning. The smell of fuel, oil, and smoke in the air. That’s the stuff that sticks. That’s what makes it real.

Carl Cox the DJ wearing a cap and sunglasses with a red background

Uggly&Co exists to keep that side of it alive. To build proper gear for people living that lifestyle, and to give something back to the world it came from by supporting grassroots racing and real riders giving it a proper go. Because without them, none of this exists.

Nothing’s changed since the beginning. It’s still built the same way, still coming from the same place, and still backed by the same mindset. No big switch-up, no polished version. Just a brand that knows what it is.

If you’ve been around it, you’ll get it. If not, you will soon enough.