Made to order · A message inside the collar

A little reminder, just for you.

A premium oversized tee with a short, private message stitched inside the front of the collar. Nobody else sees it. You can, any time you need it.

Shop the tee — £45 Read the five messages

Unisex oversized fit · Two sizes, S/M and L/XL

An oversized cream tee folded on linen, with a line of cursive embroidered inside the front of the collar band. — How it's designed to look — the message stitched inside the front of the collar.

The idea

A slogan tee is written for the people looking at you. This one is written for the person wearing it.

Five to choose from

Pick the one you'd want to find.

One line, stitched inside the collar. We kept the list short deliberately — five lines worth reading on a bad day, rather than fifty that sound like a fridge magnet.

You've done hard days before.

For the mornings that already feel like too much before they've started.
Breathe. You're safe.

For when your chest is tight and nothing is actually wrong.
One thing at a time.

For the days the list is longer than the day is.
Softly does it.

For when you're being harder on yourself than you'd be on anyone else.
You are enough.

The plain one. Some days that's the one you want.

You choose your line when you order. The list changes as we learn which ones people actually reach for — have a say in what gets stitched next.

How it works

Three steps, then it's with you all day.

01
Choose your line

Five messages, two sizes. Pick the one that sounds like something you'd want to hear, not something you'd want quoted at you.
02
We stitch it inside the collar

Your line is embroidered in cursive on the inner face of the front collar band. The band is doubled, so the stitching is enclosed and nothing shows through. From the outside it's a plain, well-cut oversized tee.
03
It's there whenever you need it

You'll read it when you get dressed. And later on — the meeting, the message you didn't want, four o'clock — it's an inch under your chin. Look down, tip the collar, it's still there.

The tee itself

Plain on the outside. On purpose.

The gimmick is on the inside, so the outside has to be a tee you'd wear regardless — the one that ends up in the wash more than it ends up in the drawer.

Shop the tee — £45

Fit: Oversized and unisex, cut with a dropped shoulder. Relaxed rather than boxy — sized to be worn loose.
Sizes: Two only: S/M and L/XL. Fewer sizes, cut generously, so there's less to get wrong.
Fabric: Heavy enough to hold its shape rather than cling, and thick enough for a doubled collar band. The exact cloth is still being chosen.
Colour: Three: cream, sand and mocha. Quiet enough to go with what you already own.
The message: Embroidered in a cursive script on the inner face of the front collar band, between its two layers — legible to you, invisible from outside.
Made: To order. 3–5 working days to make, then 2–3 in the post.

Straight up

A note from the people making this.

We'll be honest with you, because you'll work it out anyway: this is a small, new thing. We're in the UK, and we're not a studio with a wellness manifesto.

The idea came from noticing how much of this stuff — the affirmation cards, the nice notebooks — ends up in a drawer. A t-shirt doesn't end up in a drawer. You put it on, you catch the line, you get on with your day.

Every tee is made after you order it. That's why it takes a few days rather than arriving tomorrow, and it's also why the messages can change as we learn which ones people actually reach for. Nothing sits in a box unsold.

If the fit's wrong, the stitching's wrong, or the line you picked turns out not to be the one — email us. It's a small enough operation that it's our own inbox.

— Jack

The next one

Which line should we stitch next?

The list is meant to change. These six are the shortlist for the next run — pick the one you'd actually want to find in your collar and it comes straight to us.

None of these — I've got a better one

No sign-up and no account. It opens a message to us with the line already filled in, and you can change it before you send it.

Before you ask

Straight answers.

Including the ones that aren't especially flattering.

Can anyone see the message?

No. It's stitched on the inside of the front collar band, and the band is doubled — so the back of the stitching is enclosed between the layers and nothing shows on the outside. From the street it's a plain oversized tee. The only person who reads it is the one wearing it.

Will the stitching scratch?

It's stitched flat into the inner face of the collar band rather than raised on top of it, and it sits at the front, away from the nape where a tag would normally rub. The manufacturer's tag is removed, so there's nothing else at your neck.

Being straight with you: it is permanently part of the collar. If you're someone who cuts every tag out of every shirt, weigh that before ordering — this is the one you can't cut out without losing the point of the shirt. If it bothers you when it arrives, send it back.

Which size should I get?

Two fits: S/M and L/XL, both cut oversized. If you'd normally wear a small or medium, S/M will already be looser than you're used to. If you want it properly oversized, or you're normally a large and up, go L/XL.

Full measurements are on the product page.

Is it actually unisex?

Yes — one relaxed cut, not a men's tee with a different label. It's marketed to women first because that's who tends to want it, but it's the same shirt either way.

How long does it take?

It's made after you order it, so allow 3–5 working days to produce and 2–3 in the post. If it's a gift with a date attached, email before you order and we'll tell you honestly whether it'll make it.

Can I return it?

Yes — 14 days, for any reason, including changing your mind about the line you chose. Get in touch and we'll sort a return or an exchange.

Can I have my own message?

Not yet. Custom lines are the obvious next step and they're coming, but we'd rather do five well than five hundred badly while we're still learning how this wears. If you've got a line you'd want, send it — it's how the list gets better.

Are these photographs of the real tee?

No — they're visualisations. They show how the tee is designed to look, but the first ones haven't been made yet, so photographing them isn't possible either. Real photographs replace these the moment a sample exists.