Malcolm McCassy doesn’t follow playbooks, he builds what culture ends up chasing.

Led by conviction over convention, he’s built his career on instinct, intention, and impact. From turning disruptive ideas like Ethika into household names to helping shape the brands that shaped a generation—No Fear, Alpinestars, Monster, Spy Optics, Reef Brazil, and more.

Now, as the founder of Mendid, he’s creating something more personal—a movement that starts within. Built to amplify identity, honor the process, and remind people who they are before the world told them otherwise. Through premium under-apparel and technical threads for the elite and the unique, Mendid supports those bold enough to pursue what’s theirs.