It started with 3:00 AM thoughts, working on the next t-shirt design.

I was sitting in the dark, listening to Kanye West’s "Runaway" on loop. That single, repetitive piano note—ding… ding… ding…—felt like it was hitting a nerve.

I realised I had spent half my life feeling like a disposal unit for other people’s baggage. You listen. You absorb. You let them vent their trauma, their bad days, and their toxicity into you. And when they feel lighter, they leave. And you are left holding the bag.

I felt like my heart wasn’t an organ anymore. It felt like a black plastic bin bag. Synthetic. Disposable. Full of trash that wasn't mine.

The Heavy Duty Tee was born in that moment. It’s not just a graphic t-shirt; it’s a boundary. It’s a rebellion against being used.

THE CONCEPT: REALITY VS. SIMULATION

We didn’t have the budget for a runway show in Paris. So, I built one in the simulation.

Using advanced Generative AI (Nano Banana Pro and Higgsfield), I created a dystopian campaign to visualize the different ways we carry emotional weight. I call them The Heavy Duty Squad.

Each character represents a different archetype of survival. Each color tells a different side of the story.

MEET THE SQUAD

0. THE ARCHITECT (The Founder)
This is reality. This is me. The Sport Grey Heavy Duty Tee represents the everyday grind. It’s the uniform for the creator who takes the pain and turns it into something physical.

1. THE SOLDIER (Military Green)
For the battles you fight in silence. You don’t ask for help; you just gear up. This is armor for the modern war inside your head.
Shop The Soldier Variant

2. THE GHOST (Light Blue)
Frozen out. This represents the cold shoulder—when you have to freeze your heart to protect it. It’s clinical, detached, and safe.
Shop The Ghost Variant

3. THE IDOL (Azalea Pink)
Synthetic love. Plastic hearts break too, they just don't bleed. This is for the "Barbie" who is tired of being treated like a toy to be played with and discarded.
Shop The Idol Variant

4. THE CARRIER (Sand)
The Nomad. The one who actually carries the baggage. You drag the heavy loads across the desert because no one else will.
Shop The Carrier Variant

5. THE CONCRETE (Sport Grey)
The stoic. The one who stands still while the world crumbles around them. When you go numb just to survive the noise, you become the Concrete.
Shop The Concrete Variant

6. THE NOVELTY (Cardinal Red)
The discarded. Like a Christmas toy in January, the novelty wears off, and you get thrown in the pile. This colour is for the anger that comes after the realisation.
Shop The Novelty Variant

THE PITCH TO YE

This collection is a visual love letter to the Donda era aesthetic—stripped back, raw, and industrial.

We are currently running a viral campaign to get this collection in front of Ye (Kanye West). Not for clout, but because I think he, more than anyone, understands what it feels like to be the world's emotional dumping ground.

If you are reading this, you are part of the movement.
Your heart is heavy duty. But it is not a landfill.

Explore the Full Heavy Duty Collection