“One of our main mans Aaron StYles is in love with his job (making clothes) and he is also in love with fishing, he talks about catching snapper constantly so when we started throwing ideas around - what we gon do in winter 2009 - he’s not even paying attention and he’s talking about some new rod he got on the weekend and this snapper he caught off the rocks the other night at 4am, and how he smelt like fish guts on the way home and how he smokes way to many ciggies while he’s fishing, and so we think lets faff around online thinking about fishing and then all of a sudden fishing is our thing, we get excited about it and then thinking about the frreeeeeddom of the fish. - the freedom of your inner fish, in the ocean of emotioN. And also we got all excited about this dude Corey Arnold who is a pretty hoT photographer and shot some crraazzy images for this tv show called the deadliest catch, and then we use the snaps as inspiration for our range, colour wise – and garment lines wise. Raw natural death defying inspiration coming from the ocean, where we humans started - as fish like creatures many hundreds of years ago.”

by Dan “fish kisser” Buckley, sometime in 2008.