It’s Normal Now looks at the little behaviours everyone quietly adopted while insisting nothing much had changed. Accept the terms, rate the experience, track the sleep, trust the screen and carry on. None of it arrived with a grand announcement. It just became routine, then sensible, then somehow obvious. The clever bit is how quickly people stop asking who decided any of it in the first place.

A satirical look at modern life, presented as a vintage paper cut-out assembly sheet.

Modern Human – Assembly Kit imagines the modern adult as something to be assembled from everyday essentials: a smartphone, smartwatch, laptop, earbuds, coffee, notifications, subscriptions and an ever-growing collection of digital accessories. Inspired by classic paper doll sheets and technical instruction manuals, the design quietly pokes fun at the routines, habits and technologies we’ve come to accept as normal.

It’s not a set of clothes. It’s a set of behaviours.

Designed for those who enjoy clever graphic design, subtle humour and taking a second look.

INDI-GLO BLUE – Project 04

A heavyweight tee with a broken-in feel from day one. The garment-dyed finish gives each shirt a vintage-inspired look, while the relaxed fit makes it easy to wear on its own or layered with your favorite pieces.

· 100% cotton
· Fabric weight: 6.0 oz./yd.² (203.4 g/m²)
· Relaxed fit
· Garment-dyed fabric for a vintage look
· Wide rib collar
· Taped neck and shoulders
· Seamless body
· Recycled tear-away label
· Blank product sourced from Nicaragua

Reasonable finds Indi-Glo Blue watching the little adjustments people make to keep everything looking reasonable. We manage the decline, soften the disagreement, stay connected without quite connecting and learn when not to say the awkward part out loud. Nobody planned it that way. Somehow, everybody knows how it works.

You May looks at freedom with terms and conditions attached. You can speak, question, lead, succeed and step inside, provided you do it in the approved way and meet the standards waiting at the door. Nothing is explicitly forbidden. The boundaries simply make certain choices considerably easier than others.

Reasonable watches restraint become a comfortable place to hide. Every argument can be softened, every position balanced and every awkward conclusion postponed in the name of maturity. Nothing is denied outright. Nothing is challenged either. Staying reasonable eventually becomes another way of staying safely uninvolved.

Controlled follows the quiet discipline of systems that never appear to fail, only tighten. Across four songs, Indi-Glo Blue looks at rehearsed calm, constant observation, narrowed margins and the subtle pressure that keeps everything technically intact. Nothing dramatic has to happen. The frame holds, the language stays measured, and the adjustments continue until constraint begins to pass for order.

Union Jacked turns British identity into something deliberately loud, stubborn and unapologetic. The song brushes aside the embarrassment, caution and constant qualification that can gather around national pride, replacing them with sarcasm, defiance and the simple refusal to treat belonging as something that needs to be explained away.

Hiding in Plain Sight watches the small compromises that make disorder easier to live with. Problems are softened, language is polished, silence becomes sensible and eventually even clarity feels disruptive. Across four songs, Indi-Glo Blue looks at the things everyone can see, provided they stop agreeing not to.

Offended on Demand watches grievance turn into performance. Every phrase becomes potential evidence, every disagreement becomes an event and outrage itself starts to look less like a reaction than a routine. The song exaggerates the ritual until the need to be offended becomes the thing being mocked.