The Story Behind the concept

LET THE DESIGN
talk so you
Don't have to.

Pounce the Collection
  • purrfect Kattitude
  • artwork/designs by DrWiz
  • Concept by Darnell J.
Kat Phyte brand marks

01 / Origin

Two perspectives. One visual language.

Kat Phyte began in Hawaii as a collaboration between two colleagues with different backgrounds and one shared idea: how a graphic design can say something about your mood before a word is spoken, without going overboard and keeping it timeless look.

That balance became the foundation of the brand. One half of the partnership shaped the concept, cultural direction, and world surrounding Kat Phyte. The other translated that vision into original artwork with a distinctive point of view. Together, they created graphic apparel that could be bold without becoming excessive, expressive without defining the wearer, and recognizable without following passing trends.

Each design carries its own kattitude, but what it communicates belongs to the person wearing it.



2018The idea takes shape
2026Kattification grows

The Kat Phyte Podcast

Weaponizing Streetwear for Personal Resilience

The story behind the brand. Confidence you can wear.

No algorithms here; I'm an artist

02 / Original Artwork

The graphic is the voice of the piece.

Every Kat Phyte graphic is original artwork drawn by hand by co-founder and lead designer Erwin Baracao, known as DrWiz, a Hawaii-rooted artist with more than 25 years behind the pen.

Nothing is auto-generated. Each mark is deliberate, so the piece can speak for you before you say a word.

Each design/illustration on Kat Phyte apparel is an original work by co-founder and artist Erwin Baracao, aka DrWiz. His unique creative perspective gives each piece its identity, attitude, and voice.

03 / The Mark

Headstrong is not a mascot.

Headstrong is Kat Phyte’s defining mark: X-eyes focused, brass knuckles ready. It represents a feline mindset that is quiet, watchful, patient, and always prepared. It does not chase every opportunity or announce its next move. It reads the moment, waits with purpose, and pounces when the timing is right. Kat Phyte is about controlling your message to the world through graphic design.

Stay quiet. Claw Sharp. Pounce Hard.

Headstrong mark lineup

04 / The Philosophy

Kattification is transformation.

Kattification is the shift from blending in to moving with intent. These are the expressions it takes.

PounceAction with purpose
GlaringPresence without permission
ShadowPower under control
KindleThe spark of what comes next
CoalitionStrength that recognizes strength
LeapElevation through movement

05 / The Founders

Vision meets visual instinct.

Darnell Jones, Kat Phyte co-founder

Co-Founder / Brand Vision

Darnell Jones

Darnell Jones is a brand strategist, experiential marketer, and co-founder of Kat Phyte™.

Before Kat Phyte, he built a business around creating curated experiences that people wanted to attend and brands wanted to be part of. As a partner in Hot Lava Entertainment and Productions, he developed the AllStar ProVIP Event Series into a major part of Hawaii’s NFL Pro Bowl week in Honolulu, HI. Through concerts, celebrity-hosted events, nightlife productions, and VIP experiences, the company attracted thousands of customers and generated millions of dollars in revenue over more than a decade.

That audience became a powerful platform for supporting other brands. Jones helped integrate Coors Light, CÎROC, Bacardi, NUVO Liqueur, Xbox, Rocawear, Razor, and other partners into experiences that placed their products directly within music, nightlife, sports, and other entertainment events

He now brings that same understanding of audience, positioning, cultural relevance, and customer experience to the next chapter. Kat Phyte.

Erwin Baracao, known as DrWiz, Kat Phyte co-founder

Co-Founder / Artist and Designer

Erwin BaracaoDrWiz

Erwin Baracao, known as DrWiz, is a multi-award-winning graphic artist, illustrator, and product designer with more than 25 years of experience. His career spans branding, entertainment, publishing, fashion, live art, and consumer-product development, with work that has helped shape the visual identity of numerous Hawaii-based companies, artists, publications, and cultural events.

Erwin helped establish the visual presence of The MayJah RayJah, now TMR Events, creating concert campaigns and album artwork for artists including Rebel SoulJahz, Eli-Mac, TEKI, and Eden Roc. His art direction and design work has also appeared in Hawaii Business Magazine, Honolulu Magazine, Pacific Magazine, and educational publications. His work has earned Aloha Festivals, Ilima, Pele, and NOVA awards.

As a commercial product designer, Erwin has developed successful private-label merchandise for Kualoa Ranch, Pacific Historic Parks, and other Hawaii destinations. His Kona Winds collection ranked among the top designs in its category in consecutive years. He also contributed to the creative direction, retail presentation, and product development of Locals Slippahs.

As co-founder and lead artist of Kat Phyte, Erwin creates the original artwork behind the apparel. His distinctive visual language gives each design its identity, attitude, and ability to communicate before the wearer says a word.

Kat Phyte apparel worn in an everyday setting

06 / Daily Kattitude

in the Wild

Kattification, is seen, not heard

Sometimes the design handles the introduction. The graphic speaks first, and the room adjusts.

Model wearing Kat Phyte apparel

Daily Kattitude

Your mood.
Your message.
Your terms.

Kat Phyte is women-first graphic apparel built for confidence, instinct, and identity. Every original design speaks before you do.

Pounce the Collection
Graphic Apparel for Your Daily Kattitude