The Importance of the Niche

Very few brands realise the importance of niche markets. The more specialised a brand is, the more focus and attention can go into each design.

By being niche, you can be an expert and leader in something specific. Through finding our niche, we can perhaps avoid competition with large and well established brands. This also presents the opportunity to slow down and focus on a purpose that is true to ourselves.


The designers have been sitting behind computers for too long, just designing T-shirts and T-shirts around...