The 2027 season, explained

For 2027, we’re giving color more room.

The graphics step back. The silhouette stays familiar. Each shade gets the space to show what it can bring to a T-shirt, and to the person wearing it.

The season unfolds in four drops, with three shades in each. Together, they form a palette of twelve colors. Introducing them in chapters gives each shade time to be explored: in photographs, in different light, with different outfits and through everyday wear.

Fewer graphics. More color. More attention to why we choose it.

A year of learning to see color

Color Lab begins with a simple question: what changes when the same T-shirt takes on a different shade?

A color can feel understated in one setting and bold in another. It can look different beside denim, against your skin or out in the afternoon sun. One person may choose it for its familiarity. Another may wear it to try something new.

Those differences are part of Color Literacy: paying attention to how light, mood, surroundings, styling and personal associations shape our experience of color.

Each drop gives us three more shades to explore, and more reasons to look closely at what we wear.

What stays the same

Every shade shares the same foundation:

• 250 GSM dual-knit Giza cotton
• An oversized silhouette
• Minimal Udupp embroidery
• Construction built around everyday comfort

Keeping the fabric, fit and branding consistent gives us a familiar starting point. You can see what color brings to the garment without a new graphic or a different cut changing the conversation.

What changes

The shade, and the possibilities it opens.

A different color can change what you pair the T-shirt with, where you wear it, how it catches the light and how you feel in it.

We’ll photograph it. Style it. Study it in different settings. You’ll bring your own combinations, preferences and reasons for choosing it.

That is how the season takes shape: three shades at a time, with room to discover what each one means to you.