Concept project — fictional brand

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Journal

Short notes. Nothing sponsored, nothing aspirational.

How to wash linen

Wash it cool. Do not wring it. Hang it up wet and let it dry on its own, then iron it damp if you care, or leave it if you do not.

Linen gets softer every wash. By the tenth it will be the best shirt you own.

Sizing, honestly

We cut wide. If you are between two sizes, take the larger and you will get the shape we drew.

Every piece has measurements in centimetres next to the size table. Measure a shirt you already like and compare.

What we leave out

No logos on the outside. No sale rail. No model who is not wearing the clothes properly.

It saves us a lot of meetings.

Dates are fictional.