INNOVATION is the busiest print in the range, and it carries the simplest warning.
Beware the newly invented matters.
Six words, printed in a spiral across the back. They start large at the outer edge, then repeat, turning inwards and getting smaller each time round, until they run out at a single point in the middle. Two thin hands reach out from that point, like the hands of a clock.
The front of the shirt is plain. It always is.
An old warning
It is an odd thing to call a design INNOVATION and then print a warning about it. That tension is the whole idea.
Most of what is new is only new. It arrives loud, asks for your attention, and is gone before you have decided what you think of it. Some of it turns out to be worth keeping. Most of it does not. The trouble is that you cannot tell which is which while it is still shouting.
So the phrase is not against new things. It is for being slow about them. Wait. Let the noise settle. The things that matter are usually the ones that were there before the noise started, and are still there after it stops.
That is what the spiral is doing. Every turn, the same sentence, a little smaller, a little closer to the centre. The clock hands are the part I like most. Time is the test. Give something long enough and it will tell you what it is.
It is the kind of idea you would rather carry than explain. Which is why it is on the back.
The garment
INNOVATION is cut from 230gsm heavyweight cotton. It is heavy enough to hang straight and hold the print flat across the back, instead of folding it up every time you move.
It is a boxy, oversized fit with a dropped shoulder, a crew neck and a short sleeve, in sizes S to XL. There is a crescent moon on the chest, and ALUNA on the sleeve and inside the neck. It comes in cream, white and brown, and it is part of the Gatecrasher collection.
Modesty is power.