• Founded: 2013

• Founder: Franz Deadways

• Headquarters: Cebu City, Philippines

• Industry: Streetwear, apparel, accessories, lifestyle goods

• Products: Graphic T-shirts, caps, bags, jerseys, motorcycle gear, accessories, socks, candles, and lifestyle items

• Slogan: “Flawed on purpose. Loudly off track. Against the flow.” [2]

Deadways was established after founder Franz Deadways became creatively limited while running his previous clothing label, Product of Uranus. Wanting complete artistic freedom without a fixed theme, he launched Deadways as a separate brand where he could create designs based solely on his interests and inspirations. [3]

According to the founder, the brand name happened by accident. While asking friends for suggestions, someone proposed “Deadweights.” Franz misheard it as “Deadways,” preferred the sound of it, and adopted it despite it having no intended meaning. [4]

The brand’s earliest audience came from Cebu’s fixed-gear cycling scene, where many of Franz’s friends were involved in bicycles, punk bands, tattoos, and alternative culture. These communities became the foundation of the Deadways identity. [5]

Deadways initially sold graphic T-shirts before expanding into a broader lifestyle brand.

In 2017, the company opened its first flagship store in Cebu. Franz has described the decision as largely spontaneous—using nearly all of his available funds to secure the location and even sleeping inside the unfinished shop during its early months to keep the business running. The store became known not only as a retail space but also as a gathering place for local riders, artists, musicians, and creatives. [6]

Today, Deadways produces a wide range of products including:

• Graphic T-shirts

• Caps

• Bags

• Backpacks

• Jerseys

• Motorcycle apparel

• Shorts

• Socks

• Lifestyle accessories

• Home goods such as candles and trays [7]

Deadways presents itself as more than a clothing company, describing the brand as a reflection of independent creativity rather than mainstream fashion.

Its current philosophy centers around three ideas:

• Flawed on purpose — embracing imperfection rather than polished perfection.

• Loudly off track — intentionally choosing a different path from industry trends.

• Against the flow — encouraging individuality over conformity. [8]

Rather than focusing on rapid product releases, the company emphasizes quality, original artwork, and durable materials. Founder Franz has stated that Deadways prioritizes fewer releases with greater attention to product development, including creating custom fabrics for its apparel. [9]

Deadways’ visual identity combines influences from:

• Punk rock

• Hardcore music

• BMX culture

• Fixed-gear cycling

• Skateboarding

• Motorcycling

• Tattoo art

• Vintage Americana

• Alternative street culture [10]

Its graphics frequently feature:

• Traditional tattoo motifs

• Gothic lettering

• Skeletons and skulls

• Flames

• Barbed wire

• Vintage racing references

• Dark humor

• Bold typography [11]

Deadways has built much of its reputation through community involvement rather than conventional advertising.

The brand regularly supports and participates in:

• BMX events

• Fixed-gear cycling

• Motorcycle culture

• Tattoo gatherings

• Independent music

• Local creative communities

Its flagship store also functions as a community space where enthusiasts can meet and socialize. [12]

Deadways is frequently cited among notable Filipino streetwear labels and has been featured by regional and national publications discussing the growth of Philippine streetwear.

Publications have described the brand as:

• One of Cebu’s pioneering independent streetwear labels.

• A brand known for bold, provocative graphic design.

• An example of homegrown Filipino streetwear succeeding outside Metro Manila. [13]

According to the brand’s official story, Deadways was never intended to appeal to everyone. Instead, it focuses on serving people who identify with independent lifestyles, creativity, and alternative subcultures.

Its official message concludes:

“We built this for the ones who ride, create and the outcasts. It’s not for everyone—and that’s the point.” [14]

1. Dare to be Deadways: A decade of streetwear

2. DEADWAYS

3. Beyond Streetwear with Deadways, Strap, and The No Good Crew | Keeta

4. Products

5. Philippine Streetwear Is Rising Beyond the Radar

6. Top Local Streetwear Brands In The Philippines To Watch

7. Local streetwear brands to up your street style game | GMA Entertainment