My name is Julio Felix Lang, and I was born and raised in Brazil. From a young age, I was always deeply involved in sports, with soccer being my primary passion until I discovered Jiu-Jitsu 25 years ago. At that time, Rio de Janeiro was considered the mecca of Jiu-Jitsu, and the lifestyle of the carioca was closely tied to both Jiu-Jitsu and surfing. While I grew up in Curitiba, a city about 60 miles from the coast, my love for surfing was just as strong as my dedication to Jiu-Jitsu.

In 2008, I founded Jiujitsoul, a brand inspired by the connection between Brazilian Jiu-Jitsu and surfing.

Jiujitsoul is about more than sport. It’s a way of approaching life—staying present, continuing to learn, and finding balance between discipline and freedom. The same principles that apply on the mat and in the water carry into everyday life: focus, awareness, adaptability, and respect for the process.

For me, Jiujitsoul represents a lifestyle built around movement, nature, and constant growth.

It’s a lifestyle.

Julio Felix Lang

Founder