people own fewer, better things — and stop dressing for an algorithm.

Without us: A £12 hat off the internet that falls apart by winter.

They say: you need a new drop every fortnight to stay relevant.

constant drops are a confession that last month's product wasn't good enough. We'd rather make one thing people keep for a decade.

the assumption that clothing is content — bought to be posted, not worn.

Pushing against: Disposable products, Hype and FOMO

We don't run sales. Ever. It would mean the price was a lie to begin with.

work hard, think too much, and want a weekend that isn't content.

Not for: want the logo to do the talking.

We make one hat properly and don't pretend to have a range.

Instead of: A £12 hat off the internet.

“We make good hats and we answer our emails.”

— the house sample. Everything should sound like this.

Rules: We use humour · We keep it to one line

The car park at the end of a long walk, everyone knackered and pleased with themselves.

Type: Grotesque, plain

Packaging.

These slipped into your own answers. If they don’t survive an edit, they shouldn’t survive the website.