We make one t-shirt, with a short message stitched where only the person wearing it will find it.

Most self-care objects need you to go and get them. The card is in a drawer, the app is behind a lock screen, the journal is in the bag you didn't bring. They ask for a decision at exactly the moment you've got no decisions left.

Clothes don't work like that. You have to get dressed anyway. So the message goes where you'll meet it without trying — stitched inside the front of the collar — and, unlike the card in the drawer, it stays within reach for the rest of the day. When you need it again at four in the afternoon, it's an inch under your chin.

The other half of the idea is what it isn't. Slogan tees are addressed to the room — the wording is chosen for the people reading it. This is the opposite: nothing on the outside, nothing to explain, no one else in on it. A reminder you're not performing.

Which is where the name came from. Hot under the collar is where the day's frustration is supposed to live. This puts something kinder in the same place.

This is new and it is small. One product, five messages, two sizes, three colours, run from the UK. We'd rather tell you that than dress it up as a range.

Everything is made after you order it. That means a few days' wait instead of next-day delivery, and it means we're not sitting on a pile of stock we need to talk you into. It also means the messages can change: if a line isn't landing, it goes, and a better one takes its place.

What we can't tell you yet is how it feels in your hands, because you haven't had one. The images on the site are visualisations for now — how it's meant to look, not a shirt anyone has held. The first real photographs and the first real feedback go up here as soon as they exist, including the parts that aren't flattering.

If you want to ask something before you spend £45 on an unproven shirt from a name you've never heard of, that seems entirely reasonable. Email us.