About BAD ASS

We Are More Than a Brand.

BAD ASS was born from a simple but powerful belief: that ordinary people are capable of extraordinary things — they just need the right tools, knowledge, and mindset to get there.

BAD ASS stands for Believe. Act. Discipline. Adapt. Stay Focused. Succeed. It's not just a name — it's a way of life. A daily commitment to showing up, doing the work, and building the empire you deserve.

Our Story

BAD ASS was founded by Julie — a woman who knows first-hand what it means to fight battles that nobody else can see.

Living with anxiety and depression, Julie understands the days when getting out of bed feels like climbing a mountain. The days when self-doubt is louder than ambition. The days when the world keeps moving and you feel stuck.

But she also knows what it means to keep going anyway.

BAD ASS was launched not in spite of those struggles — but because of them. It was built as proof that you don't have to have it all figured out to start. You don't have to feel confident to take action. You just have to take the next step, even when it's hard.

"I created BAD ASS because I needed it myself. I wanted something that would remind me — and others like me — that we are capable, we are worthy, and we are enough. Even on the hard days."

What We Do

We are a UK-based brand offering a curated range of products and educational resources designed to empower entrepreneurs, creatives, and go-getters at every stage of their journey:

• Digital Products — Practical planners, e-books, and online courses to help you learn, grow, and take action.
• Merchandise — Bold, premium clothing and accessories that let you wear your mindset every single day.
• The Fashion Empire Academy — A comprehensive educational programme for anyone looking to build and scale a fashion or clothing business.

Our Merchandise

Our merchandise is proudly sourced and fulfilled through Printify, a trusted print-on-demand platform. This means every item is printed and shipped on demand, reducing waste and ensuring your order is freshly made just for you.

Please allow the standard production and shipping times as stated on each product. If you have any questions about your order, don't hesitate to get in touch.

How We Build

We are a small but mighty operation, and we embrace modern tools to help us deliver the best possible experience for our community. Some of our content and resources are created with the assistance of Artificial Intelligence (AI). We believe in being fully transparent about this — AI helps us work smarter, move faster, and reach more people.

Every piece of AI-assisted content is reviewed and shaped by Julie to ensure it reflects the BAD ASS voice, values, and standards. We use technology as a tool — but the heart behind everything we do is always human.

Our Mission

To provide real, practical, and accessible resources that help people build businesses and lives they are proud of — without the fluff, without the hype, and without the gatekeeping.

We believe in transparency, authenticity, and community. Everything we create is designed with you in mind — especially those of you who are building your dreams whilst navigating life's toughest challenges.

You are not alone. And you are more capable than you know.

Ready to Build Your Empire?

Whether you're just starting out or scaling up, BAD ASS is here for every step of the journey. Be More BAD ASS.

With love,
Julie & the BAD ASS Team 🖤