Today we’re launching new colours of T-shirts and sweatshirts, but we should let you know what else we’ve been up to….
We were hanging out in a big garage in the middle of nowhere.
There was basically no phone signal and no civilisation for a good few miles.
We’d piled into this location with more equipment than we’ve ever brought to a photoshoot to take some of the cleanest looking shots we’ve ever taken - ironically in one of the rustiest (and coolest) locations we’ve ever chosen.
It seemed a fitting place to capture some of the new colours in our collection, including one of our newest heavyweight T colours – Rust.
CHECK OUT THE COLOURS
There’s plenty you can’t see beyond the frame here.
The place was littered with random bits of machinery and enough WD-40 to grease a stolen jumbo jet – and we were being kept warm by a miniature furnace that felt like it was made to melt glass or steel.
In this middle-of-nowhere spot, with its corrugated iron ceiling, big garage shutters, and lack of natural light, we probably should have been planning how to rob a bank.
There was even a red ‘panic button’ on the wall, ready to let us know if the cops were onto us.
But instead of unrolling blueprints detailing the schematics of a bank, we rolled out a huge canvas sheet to create a warm, spotless background and removed all the shadows with diffused lighting. It was nothing like the surroundings – almost as if we were on one of those 1930s Hollywood sets where they’d set up a snow machine to make it feel like a London Christmas in the middle of a Los Angeles desert.
Our camera was pointed at this single photogenic oasis.
Another oasis, we were told, was in a room next to us. But we couldn’t walk in and disturb the calm, since there was a three-month long time lapse happening… carefully recording the blooming of flowers.
If we tried to time-lapse our own movements though, we’d have been an unrecognisable blur.
We had a full two days to set up, shoot and scaramoosh, but we were moving so fast because we had so much to get through. Not just the new colours you see today, but so much more.
The photoshoot we’ve just completed isn’t just our most polished one yet, it’s also the first time we’re releasing a big collection at this time of year.
It’s all going to be using our familiar recipe: hand picking the best fabrics (for you and the planet), paying workers well, and then charging unbelievable prices.
Today, it’s all starting with new colours in the classic T-shirts and relaxed sweatshirts you’ve been shouting about:
“Bought some of these a couple of years ago, and they’ve worn and washed brilliantly…” – Hannah M.
“I've had heavyweight cotton tees from numerous well known brands but none are at this level of quality.” – Dave W, Germany
“Super duper cozy…The sweatshirt keeps a pleasant warmth even during harsh conditions.” – Samuel E, Italy
Grab these new colours quick, before the cops get onto us.
