WHY THE LABEL IS YELLOW

HOW TO BUILD A WARDROBE THAT DOESN'T SUCK

UNFRIENDLY FC — THE CLUB WITH NO ROSTER

UNFRIENDLY CARE GUIDE X KEEP YOUR PIECES LOOKIN’ FRESH

EVERY UNFRIENDLY PIECE HAS A YELLOW LABEL INSIDE. NOBODY SEES IT FROM THE STREET. THAT'S THE POINT.

THE CITY TOLD US TO DO IT.

NEW YORK LOOKS COLD FROM THE OUTSIDE. SERIOUS. CLOSED. BUT GET CLOSE — REALLY CLOSE — AND THERE'S WARMTH NOBODY ADVERTISES. THE CITY KEEPS ITS FIRE ON THE INSIDE. WE PUT OURS THERE TOO.

TAXI YELLOW. ON PURPOSE.

NOT GOLD. NOT NEON. TAXI YELLOW — THE COLOR OF A NEW YORK STREET AT EVERY HOUR. THE ONE THING IN THIS CITY THAT ALWAYS SHOWS UP. IT LIVES INSIDE THE COLLAR, NOT ON THE CHEST. YOU EARN IT BY GETTING CLOSE.

THE BOLT ON THE "i".

LOOK AT THE WORDMARK. THE "i" IN UNFRIENDLY IS A LIGHTNING BOLT. SOFT NAME, HARD MARK. THAT TENSION IS THE WHOLE BRAND IN ONE LETTER — COLD OUTSIDE, FIRE INSIDE.

NOT FOR EVERYONE IS NOT A SLOGAN.

IT'S A FILTER. IT TELLS YOU WHO THIS IS FOR BY TELLING YOU WHO IT ISN'T. IF THAT LINE PUSHES YOU AWAY, IT WAS NEVER YOURS. IF IT PULLS YOU IN — YOU ALREADY KNEW.

THE DETAILS ARE FOR THE ONES WHO GET CLOSE. SAY LESS.

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