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About us

HOW IS LIFE WHEN YOU Express Your Fashion?

We decided to open a shop that lets us express ourselves, to let others know what we care about. Whether it is about issues affecting our nature or expressing what we are passionate about: 

We live it in different. Instead of offering a huge, unoriginal collection, every month we curate just a few unique fandom-related pieces perfectly suited for expressive people like us. We focus on items that will get you excited about shopping again because buying online should be fun.

Why clothes matter: what your wardrobe says about you

Clothes have not always been as influential a 'tell' of our personalities as they are today. Only as a result of technical advancements over centuries have fashion choices become significant.

Where in early civilizations, the key purpose of clothing was to keep us warm and relatively dry, today, central heating warms our homes, reducing our dependence on clothes alone to help us to survive. Clothes have developed from a practical asset to a social marker: they affect the way we see ourselves. They help us to be seen in the light that we wish to be, and also exude our personalities and social status.

In many societies, dress sense embodies personal wealth and taste. For example, Economist George Taylor demonstrated this most vividly with the Hemline Index (Taylor, 1926).4 Taylor noted that as a country enters recession and adopts austere spending habits, women often show a preference towards longer dresses, whilst during times of prosperity, the opposite result can be seen - hemlines often become shorter.

A second key influence on our dress sense is a result of millions of years of development as a species. As with many animals, the concept of mate selection in evolutionary psychology suggests that our behavior is determined by our efforts to find a mate and to reproduce.

Dressing to Impress?

Aside from the adage of "dressing to impress" what do we know about the psychology of clothing choices in relation to dating?

Firstly, let's consider the idea of how we seek to 'impress' potential partners. A study by Joseph Benz at the University of Nebraska surveyed more than 90 men and women with regards to the way in which they deceive potential partners whilst on dates. The researchers found that both genders tend to use deception when dating but for different purposes.

Males were found to try to impress their dates by emphasizing the security that they could offer the partner - for example, by exaggerating their financial position or by trying to demonstrate a preparedness to commit. Women, however, were deceptive with regards to their body image, exaggerating physical features in an effort to appear more attractive to their date

In both cases, clothing may play a part in this dating ritual of deception.

Another factor in our clothing choices is the way in which males and females perceive and interpret different colors.

In one experiment, researchers photographed people in different colored clothes and then asked participants to rate the attractiveness of people in the resulting photos. They found that the color of clothing affects the way in which men rate both males' and females' attractiveness, and how women rate men's attractiveness. Interestingly however, clothing color did not influence women's judgement of other females.


We're so confident you'll love our products, we offer 100% free shipping on most items, and a 100% satisfaction guarantee. Don't like something you bought


When we launch a new product line, we usually offer you to buy a second item for 70% discount. Feel free to ask whenever you have missed it!

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