What it means to be early.

In a space that is arguably saturated, being early is a genuinely annoying problem to have. When I started this business, a single idea exploded into a full-blown world, system and vision.

One person. Infinite space.

Sustainable streetwear is born

There are people doing elements of what I'm building here, but not all of it together. And almost no one doing what I'm developing with the designer range. More on that soon.

Creating wearable art is the first expression of Mongrel Logic. I have never fit in boxes and I'm not about to start now. This is art for people like me, who listen to metal, hip-hop, Opera, acid jazz and R&B, who grew up on surf, skate and anarchy. Colour meets psychosis. But equally important is building something that endures, not just in the wardrobe, but in the world. Systems that are better than what exists today.  

Being early is not an ego statement

It's just a fact. We have a long way to go before fashion stops adding to the problem. I'm trying to do things better. Build better, last longer, endure.

Fashion should be heirlooms

Not landfill. I'm the first of a very particular kind of thing, bringing circularity to everyday wear, wearable art and mythology to streetwear, and a designer range built to last a lifetime.

That’s Mongrel Logic

For those who see it before the rest.

Growing pains.

Close-up macro of a sewing needle with threads under tension.

I love building Mongrel Logic. We are officially into our 6th month as a start-up, on zero budget, that’s just a fact. Although, I look forward to it becoming a historical fact one day. Just saying, I still do the day job as well.

Time has lost all meaning.

Work never stops. There is no such thing as a day off. I’m not complaining, there are just many elements to what I am building. Organic business growth exclusively in our first year is just one of them, which is partly why time has lost all meaning.

Social media has taken over my life.

Days are spent agonising over content I have, knowing more needs to be done, having barely any time to do that, but needing to push on even if it’s not perfect. Even if I haven’t got everything I need. Which is an extremely frustrating problem to have, but essential at this point and an on-going process.

The reel story.

Sorry…The real story is I care about all this. I was born in Africa, I live in the UK. I’ve lived both sides of the solution and the problem. But this blog isn’t about waste. Nor about extremely good quality clothing for an exceptional price. (Shameless plug.)

I draw incredibly weird shit, mythical cosmic world builders, sun eaters, South African crime fighting superheroes, lots of eyeballs. It’s about using creativity to build a way forward. Said every artist ever.

I’m not afraid, to t…struggle in obscurity.

Persistence in the dark. Being unseen until the world is ready. The undertow, the liminality. A lone wolf. Gestating in the undercurrent of, ok, I’ll stop. World domination loading.

Endurance.

Not just a tag line. An essential ingredient to the first year, an ethos, a mindset, an inner vision and outward expression of what it means to live where design chaos and craft collide and what it means to think that survival deserves to be worn.

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.