Built by instinct
Bringing style into motion
Saru comes from your primal senses, to wrestle and roll, to be agile and quick, to grip with the strength of your ancient forbearers. Those from whom we evolved long ago, and with whom we still share much of our DNA. The ones whose grip is as strong as we dream to have. The Saru. The Monkey.
What’s the best way to bring this style to life and see the apparel in action? By creating a brand film that tells Saru’s story in a dynamic, visual way. It’s not about specific design choices or strict brand guidelines, it’s about capturing a feeling. A raw, organic way of storytelling that builds a brand people want to roll in. A look and vibe they’re proud to wear on the mat.
It’s just insanely fun to bring this kind of style to life through animation. There are no limits to what you can do, and that’s exactly why we went H.A.M. on this brand animation.
Premium BJJ apparel
SARU
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SARU 猿
Iconography
The core icon of Saru is inspired by the Japanese symbol for “monkey” alongside a custom illustration of a monkey that serves as the central figure in our brand story. This design blends traditional Japanese tattoo aesthetics with modern illustrative styles. We merge these influences throughout our clothing line, using the monkey in various scenarios, often related to grappling and movement.
Our goal is to build a recognizable brand mark that can be applied across different formats, from rash guards and t-shirts to stickers and patches. Everything is designed to contribute to a cohesive visual identity that reflects the spirit of Saru and the direction we’re taking with the brand.
In the shadows of ancient forests and temple stones, the saru — monkey — was never just an animal. In Japanese folklore, it’s a symbol of agility, cleverness, and raw, instinctive power. It moves with intention. It adapts. It survives. And above all, it grips and never lets go.
From the words of the one who inspired so many to practice the art of Brazilian Jiu-Jitsu, Joe Rogan: “What if a monkey could learn jiu-jitsu?” At Saru, we embody that spirit and aim to infuse it into your BJJ game, to return to our roots, to reject our domesticated selves, and to roll like a monkey.
