WE'RE NOT HERE TO INSPIRE YOU
We're here because someone scheduled another meeting that could've been an email, and we needed somewhere to channel our rage. Because your manager just discovered 'synergy' and won't stop saying it. Because HR sent another mandatory fun email. Because capitalism promised us flying cars and all we got was performance reviews.
DENY is what happens when burnout meets fashion. When exhaustion gets a design degree. When your last fuck goes looking for a creative outlet and decides to start a clothing brand.
Every piece is a middle finger wrapped in premium cotton. A resignation letter you can wear. A silent scream in 400gsm heavyweight fabric.
PREMIUM QUALITY, SHIT ATTITUDE
We use AS Colour blanks because even our cynicism has standards. 100% cotton, ethically sourced, built to outlast your enthusiasm. These aren't fast fashion throwaways – they're investment pieces for your ongoing existential crisis.
Heavy weight fabric that feels like a warm hug from someone who gets it. Pre-shrunk to prevent further disappointment. Printed locally in Melbourne because we support the local economy's descent into madness.
SHOP BY MOOD
Sarah, 32, Marketing Manager
"Finally, clothing that matches my internal monologue"
Wore my 'No as a Service' hoodie to a stakeholder meeting. Three people asked where to buy one. Two people cried. Best purchase I've made since my noise-cancelling headphones.
Mike, 28, Software Developer
"It's like they read my Slack messages and made them wearable"
The quality is actually insane. Like, I'm mad that something this good exists because now I have no excuse to not care about what I wear to the office. 10/10 would deny again.
Alex, 35, Creative Director
"Shut up and take my money"
I've been looking for a brand that gets it. That understands the specific flavor of exhaustion that comes from existing in 2024. This is it. This is the one. My wardrobe is now 90% DENY.
WHY DENY?
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FREE SHIPPING OVER $100
Because paying for delivery adds insult to injury. Spend $100 and we'll personally ensure your cry for help reaches your doorstep at no extra cost. Australia-wide. You're welcome.
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30-DAY RETURNS
Changed your mind? We get it. Life is full of regrets. You have 30 days to admit this purchase was a mistake. Original condition required, unlike your mental state.
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MELBOURNE MADE
Designed in Melbourne during a particularly aggressive burnout. Printed locally by people who understand that coffee is a food group and that trams are always late.
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PREMIUM AS COLOUR
We only use AS Colour blanks because even our pessimism has standards. 100% cotton, ethically sourced, and sturdy enough to withstand your daily existential crisis.
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ETHICALLY SOURCED
Our garments are made by fairly paid adults who get proper breaks and don't have to pretend to love their job. Revolutionary concept, we know.
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NEURODIVERGENT OWNED
Created by and for the perpetually overwhelmed. ADHD-fueled, anxiety-driven, and powered by spite. We turned our executive dysfunction into an executive function.
FREQUENTLY ASKED QUESTIONS
Is this just another edgy streetwear brand?
No. This is what happens when corporate trauma gets a Shopify account. We're not trying to be edgy – we're just accurately reflecting the baseline mental state of anyone who's ever received a 'quick sync' invite at 4:59 PM on a Friday.
Will wearing DENY fix my problems?
Absolutely not. But you'll look good having them. Our clothing is designed to be a wearable support group – a way to signal to other burnt-out souls that you get it, without having to actually talk about your feelings.
Can I wear this to work?
Depends on your HR department's sense of humour and your proximity to termination. We recommend starting with our subtler pieces and working your way up to 'HOSTILE WORK ENVIRONMENT' once you've established dominance.
What if my therapist sees me wearing this?
They'll probably high-five you. Or increase your sessions. Either way, you're making progress. We consider ourselves therapeutic adjacent – like retail therapy but with more self-awareness and better fabric.
Do you ship internationally?
Currently shipping within Australia only, because we can barely handle our own timezone let alone international logistics. But we're working on it. Global despair deserves global shipping.
Are you okay?
No, but thanks for asking. That's more emotional support than we've received from management all quarter. We're channeling our dysfunction into a functioning business, which is basically therapy with a business license.
STILL HERE?
Look, we get it. Online shopping is just another coping mechanism. But if you're going to fill the void with material possessions, they might as well be ones that acknowledge the void's existence.
Every purchase comes with free existential dread (you supply your own) and the knowledge that you're supporting a small business that's one bad quarter away from becoming the very thing we're mocking.