MENDID BUILDS PREMIUM UNDER-APPAREL & TECHNICAL THREADS THAT SUPPORT THE UNIQUE, ELITE & ACTIVE
We’re not here to blend in, we’re here to amplify what’s already woven within. Born from the trenches of action sports and music, and forged by cultural adrenaline, every piece we create is purpose-built: simple, timeless, intentional and woven with reminders to breathe, believe, and pursue what’s yours.
Briefs are the anchor. Gear expands the mission. Faith fuels it all. Our mantra “No Disrespect, I’m Doing Me” is a rebellious approach to individuality, a stand against settling, a choice to walk with clarity, courage, and heart.
Becoming Mendid isn’t about perfection, it’s about progression. It’s sharpening your sword in faith, trusting the path laid before you, and moving with courage and conviction. The journey is personal, but never walked alone…
No Playbooks, All Heart
Malcolm McCassy doesn’t follow playbooks, he builds what culture ends up chasing.
Led by conviction over convention, his career has been marked by instinct, intention, and impact. From turning disruptive ideas into household names and pioneering the underwear category with Ethika, to shaping brands that defined a generation—No Fear, Alpinestars, Monster Energy, Spy Optics, Reef Brazil, and more—his fingerprint is woven into the fabric of action sports, music and culture.
From corporate boardrooms to events around the globe, Malcolm brings the same energy and honesty, woven with purpose wherever he goes. His gift is connection: the ability to sit down, look you in the eye, and make you feel seen. He weaves vulnerability with grit so every person feels their story matters.
His path is proof that carving your own lane is the only way forward and every scar is a badge of persistence.
Malcolm dominated youth culture long before “youth marketing” was a buzzword. From pioneering the Mini Warriors video series to shaping generations of riders, his work has always been rooted in inspiring the next wave. He isn’t just a CEO, he’s a mentor, a builder, and a reminder to kids that they have a story worth telling.
Now with Mendid, Malcolm is building something deeper. Rooted in faith, driven by authenticity, and fueled by purpose and clarity, this is his most personal project yet—a community designed to amplify identity, honor the process, and remind people of who they are before the world told them otherwise.
