This collection didn't come from a boardroom or a trend report—it came from the depths of prep hell, where discipline meets obsession and every meal is weighed to the gram. James Scowcroft knows that grind better than most. Through the brutal cuts, the relentless training, and the mental warfare of staying strict, one craving refused to quit: Biscoff.

That sweet, spiced, caramelised biscuit became more than a cheat meal—it became a symbol. A light at the end of the tunnel. A reward worth the sacrifice. And when the prep was done, it was the first thing he reached for.

So we turned that craving into a statement.

The Biscoff Slut Collection is unapologetic, bold, and brutally honest. It's about owning your cravings while celebrating the discipline it takes to earn them. It's for the bodybuilders who dream about cookie butter mid-set. For the lifters who know that mental toughness isn't just about saying no—it's about knowing what you're saying yes to when the work is done.

This isn't just gym wear. It's a badge of honour for anyone who's ever white-knuckled their way through prep, stared down a diet plan, and lived for that one thing they couldn't stop thinking about.

James Scowcroft isn't just a bodybuilder—he's a creator who gets it. He knows the sacrifice, the structure, and the sweet, sweet relief of finally hitting your goal 

and smashing that first bite of what you've been dreaming about for weeks. This collection is his story, his humour, and his refusal to take it all too seriously. We gave him the platform. He brought the vision. Together, we built something equal parts dedication and indulgence.

Whether you're grinding through another session, counting down to your next refeed, or just repping your love for the GOAT biscuit, this collection is your uniform. Bold. Brash. Biscoff-obsessed.

Because discipline doesn't mean