How To Make Garments Entertaining?

Visual exploration of The Canis; story telling through comics.

One of the reasons I don’t do too much ‘me working on this’ content, is the bulk of it is,
me sat behind a laptop occasionally staring into space,
me on the bathroom floor at midnight scribbling notes or
me being dragged through the woods by two dogs while deep in thought.

None of this is very TikTok friendly. But a consequence of having a job, dealing with life and building mythology.

The Canis

How could I make clothing entertaining? This was the question that started it all.

Well, there were a couple of big questions I was circling; how would you talk about your brand if there were no social media. Buffering on the second.

Some days of thought later I started mapping Mongrel Logic’s core range to games.

I had already been thinking of the drawings as characters, some of them having travelled with me across continents for the past 20 years, and that world was somewhat born back in the 90s and early 2000s.

I had this idea of Mongrel Logic trading cards for the longest time and not found a home for it yet, these two ideas merged and I found myself on the bathroom floor at midnight, (running a bath I don’t just go sit there) and scribbling notes on Pokémon, GTA, Minecraft, etc.

What about those games made people love them?

The language

I’m very good at some things, designing and systems is one of them; I build side entrances and back doors everywhere to allow me to pivot story, language, etc.

I already had some ‘for those who’ language in there, it sounded cool but had no real direction.
It suddenly found a purpose, the world started forming behind my eyes.
At the end of April “The Canis” had emerged, although it was called “The Pack” for about five seconds. And “hunt the logic” was floating for a moment.

The next steps were figuring out which character/design played which role in a newly evolving ARG with garments.


A couple of days of arguing with myself later, everyone had settled into their new roles, and it was like a light switched on. Things started making sense again. (First time in months)

The Canes {F}

The Canes are modelled after gravity, electromagnetism and the strong nuclear force. I circled this like a vulture for days.
Kar, Mur and Torn have Latin origins. For no other reason other than it sounded cool and like it could be unearthed, ancient.

While I was forming The Canes, I was simultaneously working on Spineless; the design that nearly broke everything, I wanted the world to carry meaning.
Spineless represents the real-world issues infecting The Canis.
If it worked, The Canis could have a repeatable ‘condition’ which I only realised after was kind of perfect; because jellyfish only appear in unstable conditions.

The Canes were forming while this condition was spreading and testing the world.

We came out the other side, tested, triumphed. Protected by tokens. Governed by The Canes, three cosmological forces that fight against conditions like Spinless.  

Oh. The irony.

Sun Eater is next

I put that stupid doodle on a garment because I had had the store for about 3 months, I had no idea what I was building but I was showing up every day to build it, and this stupid grinning face kept staring at me.

I coloured him in grey; by the way; grey drawings don’t do so well on socials. Hahaha.

I put him in the store. I was working with GPT4 at the time. It used to have a ton of high school energy, it said and I quote, “bwaaaahahahahaaaa, I ate the sun but I’m sorry”

That’s how Sun Eater got his name. I used to have that quote on a tee, it may return. Right now, Sun Eater is traversing the universe, munching his way through stars, heading in our direction.

I have around 7 iterations of him, none of them are where I want him to be.

I was watching a video on dark matter the other night and have had a brain wave that I plan on trying later today. Look out for the comic on socials, if I’ve got it right, you’ll see him.

And if it works, then he truly is coming.

Comic book socials

 Finally, finally, after months of trying to define what the hell I want to do with my socials that doesn’t involve my face.
The Canis has finally taken over my feed.
The Canis speaks. The Canes are governing. And Logic is transmitting.

Ultraviolet Fractal

Model wearing Ultraviolet Fractal - Organic Streetwear for those unbroken.

When I drew Ultraviolet in the early 2000’s, I was wrestling with a lot of the same concerns as I am now. Not because my life hasn’t moved, it has, but the global issues I was thinking about at 17, haven’t.

Unless you count backwards as movement.

Creator or Destroyer

It’s about wrestling with the existential and where you place judgement. If you fix it here, does it break there? How do you know anything? How do you know what you don’t know? Are we creating or destroying? Earth or Purgatory? Are we alive or dead? That’s what I thought about at 17 – read into that what you will.

I’ve just finished Ultraviolet Fractal

The next chapter in the story. It’s the twenty year later version of the same questions. It’s the start of Ultraviolet as a character, and each new iteration, is an exploration of that story.  Organic streetwear for those unbroken. Still building, still trying, still fighting. Still figuring it out.

The draughty neck

How many times can you zip before it fails?

I'm obsessing about necks. Hoodies specifically. It's still cold, summer is theoretical at best, and I've been staring at a zip that stops at the collarbone.

That's right. Zip it all the way up and you've still got an inch of neck to the wind. Design shortcut, plain and simple.

Zip’s that fail in month one

I've owned garments that are ancient. The zip still works perfectly. I've owned branded hoodies, and no-name, but branded hurts- selling you hype and tribe hoodies where the zip gave up before the first month was out.

It's easy to fake quality on the hanger. Before the third wash. Before the 50th zip. After that, you find out what you actually bought.

A zip upgrade adds cost per unit. A stitch density change adds cost per unit. These decisions get made, quietly, in favour of margin. The sale is what matters and it ends there.

I get it. Getting things made well is genuinely hard. The entire manufacturing industry is, from a structural perspective, substandard. That's not an excuse, it's the problem. It’s just how it’s done. This is changing, fast.

So, what do you do with that?
You research. Zips that don't fail exist- you’ll find them in mountain wear, for example. Who makes them, who tests them, are they compatible with the garments you're building.

And then you think about everything else. Colours that are kind to sweat. Care and repair. Spares for the parts that can't manage 25 years. A 14-year-old People Tree (RIP) sweater in my cupboard with fraying sleeves tells me organic cotton can go the distance; the rest is just decisions.

That's what building for lifetime wear actually looks like from the inside. Whether it’s zips or fasteners, plastic or metal, recyclable or not, all these designs effect the cost and profit outcomes, do I believe it is possible for Mongrel Logic to change the world in this regard? No, I’m not that naïve. But I am determined to try anyway. Now if you’ll excuse me, I need to go change my underpants.

You've Been Sold Short

For a long time, streetwear meant one of two things.
Hype. Or basics.

Either you were chasing a drop, refreshing a page at 8am for something you'd resell before you wore it, or you were buying a logo on a blank and calling it culture. Neither of those is fashion. Neither of those is art. And neither of them was built for you.

You were sold the idea that luxury lives behind a velvet rope. That it speaks a language you weren't born into. That it belongs to someone else, someone with the right postcode, the right accent, the right everything.

That was always a lie.

Mongrel Logic organic cotton

Luxury is construction

Fabric. Longevity. The feeling of putting something on and knowing immediately, this was made to last. Not made to trend. Not made to be binned in a season. Made to become part of how you move through the world. Streetwear at its best was always that.

The street has always been the catwalk

The difference is who's been building for it.

Mongrel Logic started from a simple dissatisfaction

With what exists, with what's accepted, with the gap between what people deserve and what they're being offered.

Artwork mapped onto garment

Fabric that reads like graffiti, like tattoos, like something with a past and a future. Not a clever play on words. Not a trend cycle mood board. Something that rewires how you think about what you put on your body.

Expect better. Wear better. Build better.

That's not a slogan. It's the only direction this was ever going.

What does 340gsm mean?

Close-up macro of 340gsm organic cotton hoodie fabric showing dense weave and structure, featuring Lilith’s Corsage.

GSM stands for grams per meter. It’s a measure of fabric weight.
The higher the number, the denser and heavier the fabric.

Is higher GSM better?

Not always. If you wore a 340gsm t-shirt in summer, you would melt.

Durability isn’t just about weight. It’s about construction, fibre quality, and how a garment is put together. But weight matters

Why 340gsm?

340gsm sits at the heavy end of everyday wear. It resists thinning at stress points, it holds its shape, it feels structured, it survives life and washing cycles.

Our 340gsm hoodies and sweaters are made from 50% recycled organic cotton and 50% organic cotton. Recycled cotton reduces waste input; organic cotton reduces chemical load.

Sustainability without durability is theatre.

Whether it’s a day-old button up that’s buttons have come off, or a sweater twists and thins and is unusable in 6 months, circularity doesn’t matter. Longevity comes first.

Why doesn’t everyone talk about gsm?

You don’t really need to. If something feels good enough, that’s usually enough. I care because everything in my cupboard that has been made with consideration, particularly organic cotton, I still have, so many decades later. A sweater that is as good now, as it was in 2012.

I want my clothes to live with me.

Like finding something at the back of a cupboard years later and it still feels epic.
We can do better than garments that fade or break after one wash.

It matters.

Wearable logic. Circular by design.

First life: catching golden-hour wind on a skater’s back. Next life? Whoever needs it next. Clothes should travel; not landfill.

If we were all to have a penny for the world’s problems right now, we’d have a lot of pennies. I’m not here to lecture you. We know. By now we all know. We’ve all been told to quit, and we’re all out back smoking thirty at once.

But we can do better than 90 million tons of textile waste.

The good news? The solutions already exist. One of them is our King’s Award winning Third-party production and fulfilment service. Everything we make is organic cotton, dyed with a process clean enough to produce drinkable water; and every piece is fully recyclable when it reaches the end of your story with it.

Circular Fashion is the future.

Not in a trending way. In a logical way. A single garment can serve multiple lives:

·       a first owner

·       a second owner

·       a second-hand market

·       and finally, Remill; where it’s respun into something new

Remember hand-me-downs? Cousins’ shirts? Clothes used to travel. Fast fashion and poor quality are what broke that system.

Recycling textiles is just the beginning.

For me, the ethos behind the build has been the backbone of everything, from designing the world’s most amazing cap (coming in 2026) to choosing our fulfilment service. Organic. Circular. Sustainable. Renewable energy.
Not buzzwords; decisions.

Organic, Circular, Sustainable, Renewable Energy

It’s as much about what I want to see as what fashion should be. Something that can be passed down from generation to generation, or something that can serve a second life on a market elsewhere. Not end up in landfill.

Built with purpose

And with Mongrel Logic.