About 29Niku®
Bold graphics. Japanese spirit. Jiu Jitsu at heart.
29Niku® [nee-kuh] is an independent brand blending martial arts culture with striking graphic design. We take inspiration from Japan and Jiu Jitsu, creating gear with attitude and character.
Our products are available in Sweden at Rebelz.se and across Europe at Rebelz.eu. We also ship worldwide from this shop.
Collabs & Community
We thrive on collaborations. Over the years, we’ve teamed up with McDojoLife, Igloo Jiu Jitsu Tokyo, ADCC Trials winner Kenta Iwamoto, Rebelz, and various local Jiu Jitsu heroes, designers, and friends.
We’re always looking for new creative partners—athletes, influencers, artists. If you think you’d be a good fit, hit us up.
The Backstory
29Niku® is rooted in rebellion. Founder Pelle Röjfors started training martial arts in 1996 and later co-founded Kött FC (Meat FC)—a Jiu Jitsu academy that did things differently. Playful graphics, an irreverent name, and the tagline “Våld löser allt” (Violence solves everything). It was a group of friends training hard, competing in Jiu Jitsu, No-Gi, MMA, Shooto, and Escrima—without taking themselves too seriously.
A decade later, that same spirit evolved into 29Niku®. Niku (肉) means "meat" in Japanese, but to secure the brand name, we tweaked it to 29Niku®—inspired by the Japanese readings for 2 (二) and 9 (九), thanks to a suggestion from Hodaka at Igloo Jiu Jitsu.
Today
29Niku® is a passion project, run by Pelle with support from Rebelz, who handle logistics and shipping.
Pelle is a second-degree black belt under world champion Carlos Lemos Jr. By day, he works in the fashion industry. By night, he swaps his office wear for spats and a rashguard—like a dad-bod Spider-Man—and keeps 29Niku® rolling for the love of design and Jiu Jitsu.
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Looking in to it, with Eddie. Old school spamming Closet sized cage in Copenhagen Showing kimuras in 2007 Social campaign in 2012. “Martial arts is fun” Jits and beers Amateur MMA in 2008 Trying the spaz-pass on Braulio Cross country skiing gear as grappling prototypes. Brown gi was the new black Social campaign in 2012. “Martial arts is fun” Impossible path to the black belt tattoo Fan boying with Abreu at ADC