29NIKU is an independent Swedish BJJ brand that blends functional jiu-jitsu gear with bold, Japan-inspired graphics. The brand’s name comes from “niku” (“meat” in Japanese), and its 29 styling references the kanji readings “ni” (二) and “ku” (九). According to its official story, 29NIKU was founded by Pelle, a long-time martial artist and second-degree black belt under world champion Carlos Lemos Jr. After competing and later running a local academy, he revived the playful “Meat” concept as a jiu-jitsu label built around three principles: top-quality functional products, fun and relatable concepts, and strong design execution.

The product lineup includes BJJ gis alongside no-gi essentials such as rashguards, shorts, and spats, plus casual wear like t-shirts and hoodies. Product releases often feature limited designs such as the Let’s Roll Light gi or the Meathead Jiu Jitsu series. Worldwide shipping is available directly from the webshop, with EU and US flat-rate options shown on site.

29NIKU is active in the jiu-jitsu community and has launched collaborations with McDojoLife, Igloo Jiu Jitsu in Tokyo, and ADCC Trials winner Kenta Iwamoto. The brand also confirms European availability through Rebelz Sporting Goods, which helps with storage and logistics.

Today, 29NIKU remains a small-scale but international brand that focuses on delivering reliable performance gear with a unique, playful identity. Its mix of Japanese influence, Scandinavian roots, and creative design makes it stand out among modern BJJ labels.