Journal

Field notes.

Material breakdowns, behind-the-stitch on every drop, and dispatches from the workshop in Al Quoz.

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Featured · DROPS · 11 Apr 2026 · 6 min

DROP 002 — Blood & Gold, behind the stitch

Fifty pieces. Eight months. Two trips to the wool mill in Yorkshire and one shouting match about taping width. Inside the drop that put the crest on the back.

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Why we use 380 GSM tricot

Most streetwear runs 240-280 GSM. We doubled it. Heavier hand, holds embroidery, drapes like a varsity jacket from 1962. Here's why it costs us more and why we don't care.

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MATERIAL · 24 Mar 2026 · 3 min

Antique gold thread — the only thread we use on the crest

There are six gold threads in the embroidery world. Five of them shine. Ours is the one that doesn't. We sourced it from a single mill in Lyon. We're not going to tell you which one.

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FIELD NOTES · 15 Mar 2026 · 5 min

The herd at dawn — shooting Lookbook 002

We drove an hour into the desert with seven pullovers, a lighting rig, and four goats called Sergio, Yara, Ringo, and Goat. The goats had opinions.

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PROCESS · 02 Mar 2026 · 7 min

The lions rampant — heraldry, but make it streetwear

Why two lions, why facing each other, why gold. A short course on heraldry from a person who didn't know what "rampant" meant six months ago.

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INTERVIEW · 18 Feb 2026 · 8 min

Interview · Reema, the pattern cutter

She has cut for three Italian houses and now cuts for us in a workshop in Al Quoz. We talk about why a tracksuit is harder than a suit, and why she'll never go back.

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PROCESS · 04 Feb 2026 · 4 min

Why we drop in fifties (and never restock)

Numbered. Limited. Gone when it's gone. The arithmetic of small drops, why every drop has to be different, and why we get the question "will you restock?" once a week.

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FIELD NOTES · 22 Jan 2026 · 3 min

The goat is not a mascot

The goats came before the brand. The brand came after. We don't "use" the goats — they're on the payroll (snacks). A short manifesto.

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