Wear what everyone is thinking
Shared digital fatigue, translated into jokes you can leave the house in.
Satirical streetwear — graphic hoodies
BRANDING : 0%REALITY : 100%
Graphic hoodies inspired by internet culture, social media absurdities, and digital life. Satirical streetwear made for real life.
Join the community01 — The point
WEAR WHAT
EVERYONE IS
THINKING.
Clothes for people exhausted by carefully staged lives — made by people who still use the apps.
Internet culture, self-awareness and a point of view, printed on demand. Not anti-tech. Just pro-reality.
REAL PEOPLE. REAL PLACES.
Current status
ONLINE. OVER IT. DRESSED.
A shared eye-roll, made wearable. It says the thing before you have to.
Offline is the new luxury ✳Filter > Reality ✳Smile for the algorithm ✳Me, myself & I ✳Fake it until you make it ✳Selective truths ✳Offline is the new luxury ✳Filter > Reality ✳Smile for the algorithm ✳Me, myself & I ✳Fake it until you make it ✳Selective truths ✳
02 — Why wear it
LESS POSTURE.
MORE CLOTHES.
Streetwear with a point of view
Every graphic has something to say. None of it sounds like a brand deck.
Made on demand
Pieces are produced when ordered — not piled up waiting for an algorithm to notice.
Designed for real life
Built for streets, late trains and unposted weekends. Your feed can wait.
Quality first
Quality without compromise: premium materials and considered cuts built for real durability, because authenticity is made to be worn for the long haul.
03 — The first drop
CLOTHES,
WITH COMMENTS.
Join the waitlist to unlock limited collections before the store opens to everyone. Once the public shop goes live, these early drops disappear.
T-shirts, sweatshirts and the objects that leave the house with you. A preview of the first drop — nothing is on sale yet. Waitlist members shop it first.
04 — The 1%
WE JOKE.
WE ALSO PAY UP.
Laughing at the feed is easy. Living inside it is not. That is why 1% of every purchase is donated to associations helping people affected by cyberbullying and online-driven depression.
Of every purchase
One percent of every order goes out, not in. It is part of the price, not a campaign.
Where it goes
Organisations supporting people facing cyberbullying and online-driven depression.
How you'll know
Amounts and recipients published with each drop, once the first orders ship.
The shop opens once the waitlist is full. Members get first access — and the first 1% report.
Join the community04 — People said
NO PAID PRAISE. OBVIOUSLY.
We haven’t launched. So we don’t have testimonials. Imagine that: a brand telling the truth online.
Real reactions will live here when real people wear the collection. Until then, the clothes can speak for themselves.
05 — Mini-manifesto
PERFECT IS GETTING BORING.
Everyone’s life looks incredible from six inches away and behind a screen.
We turn the collective fatigue into humour, graphics and clothes worth wearing outside the frame.
Fake less. Live more. Dress accordingly.
06 — One useful notification
BE FIRST.
NOT FAKE.
Join for first access to the launch. You can go back to ignoring everything after that.
06 — The Journal
WORDS,
NOT POSTS.
Thoughts too long for a caption. The journal, right here.
September 11, 2026 · 6 min read
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