You might ask
Why the fugg?
This is it...
SKWEAR was born from a pure and slightly unhinged love for sarcasm, puns, and the glorious art of saying what most people think—but only whisper to their group chats.
It started as a side project. Not a brand launch. Not a dream. Just a way to turn everyday noise into something concrete. Things I see, read, overhear. Sentences that stick. Fragments that don’t fit anywhere else.
Somewhere between graphic therapy and passive-aggressive self-expression, SKWEAR became a way to test ideas at scale—without losing meaning. Not fashion. Not merch. Just statements printed on things you can wear, hang, or sip from.
I work in branding, copy, and product development. SKWEAR is none of that. Or maybe all of it, stripped of client meetings and approval loops. It’s structured chaos. A system for visualising thoughts that don’t belong in PowerPoints.
Let’s be honest—if this sounds familiar, you’re probably wired the same way. If you don’t relate but you’re shopping for someone who does? Good news: you’re absolutely in the right place.
But if you’ve already wrinkled your nose three times just scrolling, that’s probably a sign we’re not compatible. No hard feelings—sarcasm isn’t for everyone.
But it is for us.
Expect wit. Expect attitude. Expect the occasional existential crisis in font form.
And no, I’m not sorry.
