An Indie Design Studio. Minimalist and Old-School style. Eco-conscious and committed to sustainability. 

People buy products because they buy into a brand. It’s about aligning values and believing in what the brand stands for. Sharing those values and in particular, telling your story as a founder is important. It helps build trust and credibility.

And by seeing that behind the brand is a real person, that actually exists and is wearing the product, it’s the kind of thing that builds security in someone’s mind that’s about to commit to buying their first product from you.

I strive to work and live in harmony and coherently between my personal and business life according to my beliefs and principles.

In the last years, as much as I can, consciously I try to consume less and also less products with and derivatives of plastic. I try less and less to produce and/or cause any kind of pollution or damage to the ecosystem.

For that, I’ve decided to follow some basic principles in my life and couldn’t be different for my business!

I decided that my T-shirts would have to be:

• 100% cotton/organic cotton
• Eco-friendly
• Black or White only
• Sustainable
• Top durable quality

I’ll explain…

Some of the items above have direct impact not only on the planet but also on other peoples lives. 

After researching and watching some documentaries (watch here) about the apparel industry and how clothes are made by the big players, specially when sub-contracting factories in poor countries, it’s unacceptable the way things are done! 

So I decided not to go that way… even for the money!

First of all, 100% cotton means, means no “synthetics”, plastics, chemicals or other synthetic material used or wasted to produce the T-shirts, therefore also being eco-friendly. And I’m working towards organics only, hopefully in the near future! (Update: Yes! It’s organic now!)

Sustainable… so much to talk about it… but I’m confident I walk the walk…

Some will say that I will not “save the planet” by just avoiding to sell a color T-shirt or that I should offer more options, I agree… but I decided that I will not be helping to dump more chemicals on the waters. And I’m very happy with that!

And last but not least, could not be less than a top durable quality. Easy to understand.

I’m aware that my business system is not 100% green or perfect but like I said, I’m striving for it… 

Most people don’t even know “what” they are buying or the “cost” behind it.

I hope my principles helps to instigate the consumers to act as activists, demand better practices and be aware before they buy a product!

If you would like to know more about the practices and how good or bad things are being done, get in touch here and I can share some of what I found out.

A T-shirt is a way to express yourself. Express your culture. Your principles.

It is how it makes you feel. It speaks for you!

But not all T-shirts are the same.

Choose right. Act right.

Be Authentic!