The three rules
No sale, ever. Never restocked. Made when you order. The brand's three commandments.
Three rules. They were decided before the brand existed and they will not change. The brand is what these three rules describe.
Rule one — no sale, ever
We will never put a garment on discount. Not on Black Friday. Not in a January sale. Not as a "we're moving stock" promotional email. Not as a code at checkout for first-time buyers. The price is the price, all year, every year.
Sales exist to clear unsold stock. We have no unsold stock — every garment is made when an order comes in. There is nothing to clear. A sale would mean charging some customers less than others for the same garment, which is a thing we are not interested in doing.
If you cannot afford the hoodie at fifty-five pounds, we are not the brand for you yet. That is an honest answer to give you. The brand may not be the one you wear in October 2026 because of it. We are still going to keep the price at fifty-five.
Rule two — never restocked
When a drop closes, it closes. The colour does not come back. The graphic does not come back. The piece you wear is one of a finite number that ever existed. If you missed the window, you missed it.
This is not a marketing trick. It is the only way the studio gets to keep making new things. The studio is small. If we were always restocking the last drop, we would never get to design the next one. So we built the structural rule that lets us move on.
The permanent basics — the five colours of the hoodie and the tee — are always orderable. They are not subject to this rule. The rule applies only to the monthly drop garments.
Rule three — made when you order
Every garment is printed when the order comes in. We do not hold stock. We do not have a warehouse. We do not have shelves of folded hoodies waiting for someone to buy them.
This means the wait is two weeks, sometimes a few days more. It means we cannot ship next-day. It means we cannot offer "in stock" badges. It means flash sales are impossible. We accepted all of those costs because the alternative is making things that may not get bought, which the industry calls "stock" and which the planet calls "landfill."
Why three
You can fit three rules on a card. You can put a card next to the till. You can read it to a customer who asks why we are slow, why a drop is gone, why there is no sale. Three rules let us answer every commercial question we will ever be asked, with a single page of policy that the studio agrees with completely.
The rules are the product. Break them and you have a different brand.
— the studio
more notes