No ghosting.
Just hustle. (The real kind.)

Your name is still on the list. We didn't lose it, sell it, or drop it into a “hot leads” spreadsheet. Here's what we've been up to.

Why Fake It exists.

“My name is Naomie. I created Fake It Until You Make It, and I'm building it with my partner Steve, co-founder and creative director, who's with me on this ride.” Here's how it all started: “One night I was scrolling and landed on a stranger's post about her perfect life. And I snapped. Not at her: at myself. Why did her life deserve my time and my likes, when mine was waiting for me? I put the phone down. FAKE IT was born that night.”

That was 2024, between Montpellier and Montréal. So many are faking it. We print it. Because we believe social media can be a place for kindness, learning and living together, not division, humiliation, lies and manipulation. Laughing at the fake is how we stand up for that.

The manifesto

We're not telling you to quit the Feed. We're just going to laugh at it. Loudly. On a T-shirt.

A Fake It tee is a wearable BS detector: it makes the ridiculous impossible to miss.

The joke is on the world, never on you. We laugh together here.

Everything is made to order: nothing more than what's ordered, no unsold stock headed for a landfill.

1% of our profit goes to charity. Profit, not revenue. We'd rather promise small and deliver.

We dream of a world so real it doesn't need a filter. Until then: Stop faking. Start making (fun).

We showed up on the Feed. New post every other day since October 22. No filter. Okay, three. But we're upfront about it.

The counter. The shop opens when 180 of us are on this list. The counter just started, and every sign-up counts. No investors, no dead stock, no fake “only 2 left.” Just people who laugh at the same world we do.

More on the 1% soon. Soon, you'll get to pick which charity it goes to: we'll introduce our partner charities, and you'll vote.

The Black Friday giveaway. On November 27, we're giving away a Fake It cap of your choice (official rules). To enter, drop your most satirical answer in the comments of our post. Until then, every friend who signs up with your link adds one more shot (up to 10). At 50 sign-ups, we reveal an unreleased design. At 140, there are 2 winners. At 180, the shop opens. Sign up below to get your personal link.

Got a friend who's faking it? They belong here.

See you on November 12,
Naomie, founder of Fake It Until You Make It, with Steve, co-founder and creative director