After 30 years of designing distinctive guitar and bass straps for musicians around the world, independent, woman-owned brand Get’m Get’m is introducing its newest collection: BITCH WHAT!

Some straps are made to blend in. BITCH WHAT! is definitely not one of them.

The new collection combines bold, fun colors with textured serpentine faux leather, premium materials, and Get’m Get’m’s signature multi-layer construction. Designed for guitarists and bassists who want their gear to look as good as they do, BITCH WHAT! brings high-end craftsmanship together with humor, individuality, and a whole lot of attitude.

And behind the provocative name is a story that goes much deeper than attitude.

For Get’m Get’m founder Virginia “V” Castro, BITCH WHAT! is a phrase that has come to represent the disbelief, frustration, humor, resilience, and determination that can come with building an independent business and simply refusing to give up.

“I don’t know, but with everything we’re all facing worldwide, and as a small business of 30 years doing what I love, it’s obvious that we’re seeing and experiencing so many challenges,” says Castro. “As individuals, as artists, and as small businesses, we’re all trying to keep it going. Staying healthy, staying creative, staying positive.”

Castro founded her business from the ground up and has spent three decades building Get’m Get’m into an internationally recognized independent brand. Today, the company continues to design and manufacture its straps with a small, women-owned manufacturing operation in Downtown Los Angeles.

“I tell myself every day, ‘Keep it going, V. Don’t let the ugliness get to you.’ And sometimes I just look at everything and say, ‘BITCH WHAT?!’” Castro says with a laugh.

That reaction eventually became the name of the collection.

For Castro, the phrase represents what it feels like to be an independent business owner in a world where bigger companies often have advantages that small brands simply don’t have.

“My daddy didn’t give me my business. I worked for it and built it from scratch,” she says. “I’ve been doing this for 30 years. I’m still the underdog, and honestly, I’m okay with that. I’m proud of who I am and what I’ve built.”

While the name may be loud, the construction is anything but casual.

BITCH WHAT! is made with the same attention to detail and premium materials that have defined Get’m Get’m throughout its 30-year history. The collection is designed to deliver the comfort, support, and craftsmanship musicians expect from a high-end strap while giving them something visually unexpected.

Each strap features:

• Fun, Sassy Colors — Eye-catching shades designed to turn heads on stage, in the studio, or anywhere you decide to make some noise.

• Textured Serpentine Faux Leather — A distinctive, snakeskin-inspired texture with a bold, tactile finish. Get’m Get’m calls this look “serpentine” to distinguish the collection from its existing snakeskin strap designs.

• Premium Materials & Reinforced Stitching — Built for long sets, loud nights, and plenty of rock ’n’ roll.

• High-Quality Multi-Layer Construction — Designed for comfort, stability, and better weight distribution while playing.

• Fully Adjustable Up to 65 Inches — 2 inches wide and comfortably adjustable for guitarists and bassists of different sizes.

• Real 7 oz. Leather Tips — Strong, secure leather ends designed to keep the instrument where it belongs.

• Pewter Hardware — Durable pewter-tone hardware adds the final badass touch.

The BITCH WHAT! collection is being introduced with Australian modern metal guitarist, producer, and independent musician Trentt David.

Based in Sydney, David is known for his work as a solo artist and with Division 42, as well as his guitar solos, tone demonstrations, studio sessions, and original music. His musical style combines modern metal, shred guitar, and heavy atmospheric and cinematic elements.

For Castro, having David be part of the introduction is about more than simply putting a great musician in front of a camera.

“Trentt is an incredible musician, but what really made me happy was seeing him smile,” says Castro. “He’s a veteran, and he’s been affected by his experiences with war. I don’t want to speak for him or tell his story for him, but knowing that I could make him smile through something I created meant a lot to me.”

That moment captures something fundamental about why Castro continues to create.

“At the end of the day, I’m not a huge business,” she says. “I do what I love. When I see a musician or an end user really enjoying my brand, that makes me smile. That brings me joy.”

Get’m Get’m’s history is rooted in independent design and a refusal to follow the traditional path.

Castro built the company herself, developing a brand that has connected with musicians across generations and genres while maintaining its independent identity and commitment to small-scale production in Los Angeles.

Thirty years later, that independence remains central to the brand.

“I’ve had plenty of moments where I think, ‘I can’t believe this is happening,’” says Castro. “But then I say, ‘BITCH WHAT?!’ and I keep going.”

The collection’s name is deliberately irreverent, but its message is sincere: keep creating, keep going, stay true to yourself, and find something to smile about along the way.

For Castro, the launch of BITCH WHAT! is also an opportunity to recognize the countless independent businesses, artists, makers, and creators who are working to keep their dreams alive.

Supporting others has always been part of the Get’m Get’m story. A portion of proceeds from Get’m Get’m sales goes toward supporting animal rescue organizations, reflecting Castro’s long-standing commitment to helping animals in need.

“It’s important to support small businesses,” Castro says. “Not just mine. Everyone’s. There are so many people out there putting everything they have into what they create. And for me, helping animals has always been important too. If you care about supporting independent businesses and the people and animals behind them, support them. And be kind.”

BITCH WHAT! is available in a selection of bold colors and is designed for both guitar and bass.For more information and to explore the collection, visit Get’m Get’m at https://getmgetm.com

ABOUT GET’M GET’M

Founded by Virginia “V” Castro, Get’m Get’m is an independent, woman-owned guitar and bass strap brand based in Los Angeles. Since 1996, Castro has built the brand around distinctive design, premium materials, handmade production, and a passion for musicians and their individuality.

Over three decades, Get’m Get’m straps have been worn by musicians across genres and have become known for bringing fashion, personality, and craftsmanship to the stage.

The company continues to design and manufacture its straps with a small, women-owned manufacturing operation in Downtown Los Angeles.