DOCTRINE

Site, product, and standards updates archived for reference without requiring a full subscriber blast.

Briefings

DOCTRINE 001: What's behind it all.
The world is full of people slapping art on shirts and trying to make a buck. Why bother? Honestly, I got tired of being a walking billboard. I wanted shirts that fit how I wanted, looked good, and let the design speak louder than the branding. If a logo adds to the piece, it stays. If it doesn’t, it goes. I wanted shirts I could train in and sweat through. Shirts I could wear climbing a mountain, or just running errands. Shirts I could rely on to better conceal a... Read more...