An image, not a logo

A graphic on a garment can be an image you like, or a brand's name in big letters. We are interested in the first kind.

The streetwear convention is brand-name-large-and-stretched on the chest. The fashion convention is the brand's logo subtly placed somewhere it can be photographed in the right light. The book-cover convention is an image that earns its place because someone wanted to look at it.

We took the third one. Each drop graphic is an image — pulled from a place, a season, a piece of writing, a feeling — printed on the back of the garment because the back is where the image works hardest. The wearer is not advertising us. They are wearing an image they liked enough to commit to.

That is a different relationship between the brand and the garment than what most clothing brands offer. We think it's a better one.