Endo

The Swallowtail Butterfly is the crest of the Taira clan, a powerful samurai family that rose to rule Japan in the 12th century. Their discipline, governance, and warrior code helped shape the first true era of samurai leadership under Taira no Kiyomori.

From this lineage came the Endo name. A branch of the Taira settled in the district of Endo and adopted its name, carrying forward both imperial blood and samurai tradition. 

Today, the Swallowtail Crest symbolizes transformation, balance, and controlled strength—the values at the core of ENDO. It is not just a mark of heritage, but a reminder that mastery is born from discipline and evolution.

ENDO blends the traditional values founded by the Taira clan and contemporary warriors in the mixed martial arts to bring streetwear that is influenced by the spirit of combat. ENDO represents more than fighting, it’s about the beauty and artistry found in the mastery of violence.