What started as a joke between a couple of friends has blown up into a clothing brand worn by video game players everywhere.
“Filthy Casual” is a gaming-based clothing company started by two friends Jason and Mike in 2015 in Edmonton, Alberta, Canada. But, where does the term 'Filthy Casual' come from?
“Typically, the phrase is used as a derogatory term towards casual gamers, or newcomers to an existing fanbase. We thought it was a funny phrase, and wanted to poke fun at elitism, while at the same time finding reasons to unite the community rather than divide.”
Jason and Mike took a typically negative term and spun it around to make it their own. For the two of them ‘Filthy Casual’ is more than just a brand, it’s a community. “In this day and age it seems as connected as we feel online, we can end up feeling isolated in the real world. Going from convention to convention it feels good to have people come up and feel like they belong to a community. Clothing is just a medium in our opinion.”
Why an apparel company?
Jason and Mike share a passion for video games and the culture surrounding them. The popular RPG (role-playing game) World of Warcraft, better known as WoW, brought these gamer friends together years ago.
When they weren’t working at their 9 to 5 jobs they spent every free moment playing WoW together. Even on the weekends, Mike would bring his laptop over to Jason’s house to play all weekend long.
Eventually, they wanted to take their grind for WoW and put it into something else.