Part Two | “I feel like this is going to be an insult…”
In the second excerpt of our four-part series interviewing an ex-CIA operative, we talk more about gaining trust with an asset, minding our own ...
Blog
Part One | The Battle Begins…
During the pandemic, we turned down a lot of work, simply because I didn’t think brands should be researching ‘a new normal’ that didn’t ...
B is for... Basics
I have spent many years explaining the difference between fashion and style: as a fashion student, a fashion lecturer, in-house at Nike and a brand c...
Introducing... Shukriya
Dubai-based Shukriya is a producer and model who advocates for body positivity and queer and POC representation in the media. She often hosts panels ...
It's About Damn Time...
Lizzo has always been on the PSEUDO radar - she’s someone we’ve happily admired; she oozes confidence, she stands up for what’s right, she’s ...
A is for... Activism
Over the years, we’ve worked with various brands around activism, from working with Arsenal FC to understand activism in the Chinese, American and ...
A Decade of Tattoos in South Korea...
It was not so long ago that tattoos in South Korea were entirely taboo; assumed to be reserved for those living on the fringes of – or entirely out...
Introducing... MAOTA
Talking to Masa, the designer at Maota, was a little bit like talking to myself, which his wife Alisa [who is half-Japanese and half-German] also com...
Remembering Generation X, dammit...
I’m not a massive fan of labels like ‘Gen Z’ and ‘Millenials’. However, when it comes to belonging to Generation X, it’s something I’m ...
PTMAD: Uniqlo
In 2003, sci-fi writer William Gibson wrote the book Pattern Recognition, which prompted people then - and ever since - to ask me a] if I’d met him...
Read the room, Streetwear.
2020 was the year I fell out of love with Stüssy. Yes, of course, lots of other things happened last year, but this is the sentence I’m opening wi...