The problem…

Fashion brands make far too many products that aren’t being bought.

In 2018, a well known British luxury brand made headlines for burning £28 million worth of unsold stock.

A practice more common than you’d expect.

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We think the problem lies in guessing (poorly) what their customers want.

What if instead of guessing, we asked our customers what they want?


the experiment

We’re curating a tribe of creatives to design for our ethically made, boutique shirts.

The Cutso community vote for their favourite designs

The most popular are made available in small batches for pre-order


The Cutso experiment isn’t for everyone (by design).

If you like what you’ve read, add your email in the box below to join us.