Project UGH (UNDRGROUND HOUSE)

Hypothesis: If everyone were mute and you had to explain who you are through what you wear—would you be recognized? 

This is Project UGH.

With only 50 pieces per garment, select few bear tangible proof of this experiment captured through photography, film, and immersive world-building—every drop. 

Our goal? Make confidence in who you are—rather than how well you assimilate—feel cool again. 

We exist for you, because of you, and we’re grateful you’ve chosen to call us home and help build it.