MY
TOWN
Tropic of Capricorn, Southern Hemisphere
26°S — Going Everywhere
Every City. Every Suburb.
Every Hood. Every Countryside.
The handwritten letter has grown scarce. And yet — the longing to be witnessed, to have one’s street, one’s suburb, one’s forgotten frontier acknowledged by the wider world — that longing has not diminished by a single syllable. If anything, it has grown more urgent.
We carry those ideas now. On one’s person. Every zip code stitched onto every piece we send into the world is an act of cartographic defiance — a declaration that this place exists, that it matters, that it belongs on the map and on the body simultaneously.
And this brand — it is yours. It was always yours. Since 1963, when the world began assigning codes to places to say this exists, this counts, find it — that system belonged to the people who lived inside those codes. Not to governments. Not to institutions. To the people on the streets.
You are the reason zip codes exist. The postal routes were drawn around your homes, your markets, your gathering places. The nostalgia you feel when you see your hometown code on the back of something worn with pride — that is not sentimentality. That is recognition. That is the world finally catching up to what you already knew about where you are from.
We begin in Tshwane. We carry Soweto, Cape Town, Johannesburg, Durban, Mamelodi, Bloemfontein. We go to Nairobi. We will not stop until every place — every forgotten suburb, every rural road, every hood with no signal and plenty of sky — has been seen.
There is one more city we have been meaning to write about. One more zip code waiting — quietly, without complaint — for someone to notice it existed. But some correspondence is not yet ready to be sent —
Every zip code that ever existed was drawn around people.
Type yours. If we haven’t reached you yet — we are coming.
Your place?
We are coming.
City. Suburb. Hood. Countryside.
Your town has a story that predates every map that failed to include it. We want to tell it.
Send us your city. Send us your symbol. Every conversation begins with a DM on Instagram. No forms. Just people who know where they are from.
- Your City. Tell us where. We will find the code.
- Your Icon. The cooling tower. The camel. The mountain. What does your place look like?
- Brand Partnerships. If the conviction is mutual, the conversation is halfway done.
- Artists & Illustrators. The craft is deliberate. If you draw with that intent, let’s speak.
- Stockists. You have a space. We have a story.
“We are coming to your city, your neighbourhood and countryside. Wear Your Town, Wear With Pride.”
Wear With Pride.“We are coming to your city, your neighbourhood and your countryside. Carry your City. Carry it with Pride.”
Wear With Pride.“We are coming to your city, your neighbourhood and your countryside. Wear Your City, Wear it With Pride.”
Wear With Pride.“We are heading to your city, your neighbourhood, and your countryside. Wear your city with pride.”
Wear With Pride.This letter was conceived in the spirit of Rural Tourism — a quiet conviction that the places people drive through without stopping deserve to be worn, remembered, and returned to. We are not here for the capitals alone. We are here for everywhere.
We are also inspired by Sign Language — the language that speaks less and says more. That communicates whole worlds through gesture, through presence, through the quiet insistence of a hand held up that says: I am here. I exist. See me.
That is what every zip code on every piece we send into the world is doing. A hand, raised.
P.S. If you are reading this from a small town, a village road, a suburb with no signal but plenty of sky — this letter was written for you first.
P.P.S. If what you have read here moves you — go further. Visit the towns. Walk the streets that named these zip codes. The jacket will make sense differently when you have stood inside the code it carries. Rural travel is not a detour. It is the destination.
Every collaboration is a new letter sent somewhere new.
Brands. Artists. Cities. Movements.
All via Instagram DM.