About

It started as a joke between two people who had spent too long making cheerful things for other brands. Every campaign wanted optimism. Every wall wanted a quote about beginnings. Meanwhile everyone we knew was tired in a specific, funny, unsayable way, and nobody was printing that.

So we printed that. Big type, flat colour, one sentence, no explanation. The rule is simple: if it makes you laugh and then go quiet for a second, it goes in the series. If it only makes you laugh, it's a t-shirt, and we don't make t-shirts yet.

Everything is printed in small runs. When a version sells out we don't reprint it, partly because scarcity is good business and partly because we get bored. Both of these are true and we're not going to pretend only one of them is.

Thanks for reading all of this. Genuinely, nobody does.