About Us

Devastating Natural Ability® – DNA – is a brand focused on Athletic & Fitness apparel, blending the two for the perfect balance of athleisure-wear. We believe that in everyone’s DNA lies the ability to OVERPOWEROUTPLAY & DOMINATE™ any obstacle they face.


Started in 2018 by Matt Carpenter, DNA was created to promote Health & Fitness. At 52, Matt faced his biggest challenge, fighting heart disease. After going through multiple operations over the span of 4 years, Matt packed his bags, and said farewell to Wisconsin and headed to Florida. It was here that he wanted to embark on a healthier life, overcome heart disease and launch his company. With your help, you can turn Devastating Natural Ability® into a household name. Through us, find your true ability that lies within your own DNA.