It’s Us or Naked — Born in the Magic City

Miami doesn’t do subtle. Neither do we. From cocaine cowboys to rollerblades on Ocean Drive, from billionaires in speedboats to birds of paradise strutting like supermodels — this city is a circus that never packs up. We’re not here to tame it. We’re here to wear it.

It’s Us or Naked is streetwear with a smirk — a middle finger stitched into premium cotton. Our tees celebrate difference, question the status quo, and laugh too loud on purpose. Because in Miami, the only dress code is don’t be boring.

Behind the lens and the brand is award-winning photographer Marc Schmidt. From Hamburg fashion sets to a Miami gallery, he’s worked with icons like Lenny Kravitz, Sean Baker, and Willem Dafoe. But what Miami was missing was a tee that could keep up with its insanity — so he built it. 

And while we joke loud, we take quality seriously. Every tee is crafted from long-staple ringspun cotton — softer, stronger, and built to outlast trends. Like Miami, they don’t fade.

So, here’s the choice: wear It’s Us or Naked — or just stay naked. Either way, Miami won’t mind.