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.
Get early access01 — 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.
Not just a waitlist. Access. Join now and step inside before the public opening.
Preview the first drop before everyone else.
NOT JUST A WAITLIST. ACCESS.
Join the waitlist and shop the first drop before the public.
EARLY ACCESS
The drop before everyone else.
GIVEAWAYS
Giveaways on our socials, open to confirmed members.
- 01Join the waitlist
- 02Get Early Access
- 03Order during Early Access
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.
Get early access04 — 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.
REFERRALS
BRING YOUR FRIENDS. GET MORE ENTRIES.
- 01
Sign up and confirm your email: you get your personal link.
- 02
Share it. Every friend who signs up and confirms through your link = 1 more entry in the draw (up to 10).
- 03
To enter the Black Friday giveaway: leave a comment under the giveaway post, announced on 11/27.
At 180 sign-ups, the shop opens.
06 — One useful notification
BE FIRST.
NOT FAKE.
Not a newsletter. Access. Join the waitlist, get into the first drop before everyone else.
EARLY ACCESS
Access the drop before the public.
GIVEAWAYS
Giveaways on our socials, open to confirmed members.
Confirm your email and get the Bullshit Lexicon for free: 10 acronyms to survive the Feed.
Black Friday giveaway on 11/27: sign up now to be able to enter. Official rules ↗
06 — The Journal
WORDS,
NOT POSTS.
Thoughts too long for a caption. The journal, right here.
September 11, 2026 · 6 min read
How to Overcome FOMO in a Hyperconnected World
What is FOMO and why does social media make it so hard to disconnect? Explore fear of missing out and practical ways to step back from the endless scroll.
Read the article
September 12, 2026 · 7 min read
Fake Culture on Social Media: What Happens Behind the Screen
Social media, perfect lives, and staged authenticity: explore how fake culture online can distort our perception of reality and influence.
Read the article
September 13, 2026 · 6 min read
The Perfect Life on Social Media: Escaping the Comparison Trap
Why does the perfect life on social media make us compare ourselves? Explore social comparison, curated content, and the illusion of perfect online lives.
Read the article