To be smart, powerful, fearless, untamed and confident.
The creators of Shell™ Clothing Brand were bored of sorting through websites and stores to find clothing that was inventive, meaningful, and local.
The term “shell” is used by native Charlotteans and originated in the Queen City. We are so passionate about the term that we feel called to share it through our classic American style, streetwear influenced brand.
When you put on Shell™ Clothing, we want you to feel “shell”. We intend to help you show the world how unstoppable you are.
Whether you're grinding in the streets, boardroom, the gym, or hanging in the city, make sure you’re always shell.
About Our Logo
Our turtle shell logo was inspired by creator and designer Justin P.’s Father and his time in the United States Air Force. Justin’s Father honorably served in the 701st Airlift Squadron out of Charleston Air Force Base. His unit flew massive C-17 military transport planes during Operation Desert Storm and Operation Iraqi Freedom.
The 701st emblem is a turtle that symbolizes the squadron and its mission. The turtle represents the reliable and trustworthy performance of the unit aircraft, and the load it carried
indicates the Airlift Mobility Command's mission of hauling cargo or troops. The headset symbolizes the constant alertness and attention to duty required of the assigned combat crews.
This motivating emblem inspired the creation of the Shell™ Clothing brand logo. To us, the shell in our logo represents determination, perseverance, strength, patience, and longevity - all qualities that our brand holds to the upmost importance.
Shell™ Clothing Brand’s mission is to dive across industries, provide for a diverse demographic, and spread the enthusiasm for our Charlotte roots through the adjective “shell”. We aim to be a pillar in our community through outreach, and support wildlife initiatives specific to the preservation of turtles.