Dead Reckoning is a lifestyle clothing & accessory brand and is 100% South African owned.

The name "Dead Reckoning" was chosen for its association with maritime navigation as well as its close analogy to life itself. Dead Reckoning is a navigational term used by sailors and aviators to plot a course by taking into account external factors such as side winds, currents to name a few.

Dead Reckoning was founded in 2014 and with strong roots in surfing, sailing, fitness and MMA, the brand has developed a subculture following of disciplined and multi-talented individuals. " In The Crew We Trust" has been adopted as the slogan and represents a collective of like-minded individuals who have a passion for life and living, being active and striving to become the best version of oneself.