The stories make the difference
We’ve been making shirts for just over a year now. And each time, we make them the best possible shirts we can, both from a product and a brand perspective.
With the release of batch.03, we’ve got a handle on the product side of things but we’re still working hard on creating meaning within the brand. We understand that we need ‘the-affair’ to mean something – to us and to you. You might scoff at the admittedly awful marketing jargon, but the truth is that without a strong brand we simply won’t survive. There are way too many tee startups breaking every week, not to mention the squeeze on both your time and your budgets.
It takes time and tonnes of effort to imbue 3 small triangles with meaning. And at the same time, the brand is never entirely under our control, it tends to have a life of its own as if it needed to be born before it could work out what it needed to be.
So after an entire year, we’ve finally realised what ‘the-affair’ means, what it stands for.
‘the-affair’ means narrative – stories based on insight, realised through tight graphics and sharp writing. Narrative is what makes us different from all the other ironic / music / logo / retro / hiphop / pop / slogan brands out there.
We hope you agree. And even more importantly, we’d love to know what you think…
