ABOUT US

Meet Gus – The Story Behind B.

Fashion has always been a part of who I am. It’s more than just putting on clothes—it’s about feeling comfortable, confident, and like the best version of yourself. I’ve always believed that when you look good, you feel good, and that mindset is what led me to create b.

When I started this brand, I wasn’t just thinking about selling clothes. I wanted to build something that felt authentic, something that actually made sense in real life. I was tired of fashion that looked great in a photoshoot but didn’t translate into everyday wear—pieces that felt stiff, uncomfortable, or just weren’t made to last. I wanted clothing that felt effortless, that you could throw on and know you’d feel good in, every single time.

B. started as BENT THE LABEL, a name that meant something personal to me, and while that wasn’t the entire focus, it was a reminder to embrace who I am and create something unapologetically my own. Over time, as the brand evolved, it naturally became B.—simpler, cleaner, and more in line with what I always wanted it to be: a label that lets you define it on your own terms.

At its core, B. is about timeless, wearable essentials—clothing that doesn’t chase trends but still feels fresh. It’s for people who want to look good without overthinking it, who appreciate quality and comfort, and who just want pieces they can rely on. I’m proud of what I’ve built, and even more proud that so many people connect with it in their own way.

So whether you’re here for the perfect hoodie, the go-to tee, or just to be a part of what we’re creating—welcome.

— Gus