Headquartered in London, the brand slogan is "a serious business", which contrasts with its playful and retro cartoonish visual style. Trendy brand, specializing in screen-printed tees, 

sweaters, and unique items such as hand-painted wax candles. Besides clothing and candles, it also produces limited-edition designer toys, trendy art installations, and collaborations (such as the Mutant Mascot toy in collaboration with Blast Skates)