August 1, 2025 –Death to Slip. Death to Quit. Death to Plastic.
Asana is proud to announce the August release of its bold new sister brand: Death Grip — a high-performance chalk line with a heavy-metal heart, an eco-conscious soul, and a no-quit mindset.
Born from the core climbing community and designed to break the mold, Death Grip is here to do one thing: Redefine what chalk can be. Louder than your gym playlist and built for full send energy – Death Grip delivers pure performance chalk in unapologetically bold, plastic-free packaging that owns the shelf.
While high performance and sustainable packaging were core goals, the driving force behind Death Grip was to create a brand that inspires and connects. To build a brand that makes you grin and fires you up. “We call it the “Death Grip mindset “, said Steve Allday, director of Sales at Death Grip & Asana: “the belief that anyone—regardless of grade—can chalk up and go full beast mode. Try hard, push limits, and own your effort. That’s what badass looks like.”
Packed in recyclable cardboard tubes and compostable sugarcane-based liquid bottles, the Death Grip line includes both tacky chunky chalk and MG2+ solar seawater chalk—the ultra-pure powder found in Bone Dust, and the super-clean liquid in Dark Tide. Climbers now have more sustainable choices without compromising on feel, friction, or performance.
Plastic-free, performance-driven, and unapologetically loud — Death Grip was created by real climbers to shake things up and show the world that chalk can be powerful, more sustainable, and seriously badass.
Now available for wholesale pre-order and shipping in August, Death Grip isn’t just another chalk brand. It’s a hard reset. A shot of adrenaline in a stale category. Different by design — in performance, branding, packaging, and values.
Chalk up like your life depends on it.
Follow the mayhem on IG: @deathgripworlddomination
Wholesale Inquiries: steve@deathgripchalk.com
Learn more: www.deathgripchalk.com
CBJ press releases are written by the sponsor and do not represent the views of the Climbing Business Journal editorial team.
