Purpose-driven apparel, stated plainly
A satirical storefront that says the quiet part out loud: every slogan on the shirt describes the marketing that sold it to you.
Why I made it
I kept seeing brands sell the same values, causes and carefully manufactured sense of community. Manufactured Authenticity is my joke about that: a clothing brand that tells you exactly what the marketing is doing.
The shirts and the store look real, but the copy does not hide behind the normal brand language. Certifications are pending, solidarity is a product, and personalisation is just called segmentation.
How it works
I did not want it to be a single joke on a landing page. There is a proper collection, colour options, front and back previews, policies, checkout and order confirmation.
The straighter the shop plays it, the better the joke works. It should feel like a familiar premium clothing brand until you actually read what it is saying.
What I built
I designed the brand and wrote the product copy, but I also carried the same voice through the badges, policies and checkout messages. I tried not to explain the joke or cram one into every line.
Behind that is a Next.js shop with Stripe payments, webhook handling and order emails. It is a silly idea built as a fairly serious little ecommerce site.
