Fashion can be a fickle business. For example, who wants to spend £35 on a Superdry Tee Shirt only to find out that thousands of other people are also wearing it! Not us! As designers we reckoned that after a few months customers might develop their own emotional responses to a mass produced garment. You know, like hate, fear, anger, boredom. So we built in a fail-safe device to achieve cool, with longevity. Only 333 garments! Follow us for updates on what we are creating.