July 18, 2026
Drop 01: what we made and why
The hoodie came first. Here is the reasoning behind every decision in Drop 01 — the graphic, the weight, the price.
We started with the hoodie.
Not because it is the easiest piece to make — it is not, at the construction weight we wanted — but because it is the piece that has to earn the price. A $70 hoodie has to feel like $70. Ours is 450gsm fleece with a brushed interior. Dropped shoulders. The graphic is chest-printed at a scale that makes it legible across a room.
The tee came second, same graphic family, scaled down. $35. Same print process.
Every decision in Drop 01 ran through one filter: does this look designed, or does it look printed? Those are not the same thing. Most POD drops are printed. Drop 01 is designed.
Sizing: we built the guide from actual measurements, not manufacturer charts. If you follow it, the fit is what you see in the photos.
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