Drop 01 — February 14, 2024
Its Rude To Point
The debut. A heavyweight acid-washed cotton hoodie with a single embroidered finger on the back. The message was simple. The execution took months.
The Idea
The brand launched on Valentine's Day — deliberately. The first piece was about observation, not aggression. A single finger embroidered at the centre back, pointing nowhere in particular. An accusation without a target.
"Its Rude To Point" as a title came first. The design followed. Starting from the phrase meant the garment could be quieter — the text carried the weight, the clothing just needed to be good enough to hold it.
The Fabric
Heavyweight cotton fleece, acid-washed before cut-and-sew to give each piece a slight variation in tone. No two pieces came out identical. The wash process softened the weight without removing the structure — it drapes without collapsing.
The embroidery is placed low on the back, centred, about 20cm above the hem. Small — you'd miss it from a distance. The thread is off-white on black, chosen to read as an afterthought, something you notice on a second look.
The Drop
Drop 01 launched February 14, 2024. One colourway: Black. Sizes XS–XL. Sold through in a single weekend. The first run established the pattern the brand has maintained since: limited quantities, no restock, no apology.
The archive documents the piece as it was. No plans to reissue. Season One stays where it belongs.