DROP 001EVERYDAY, REDEFINED.
THE BEFORE

Good clothes make room for who you’re becoming.

THE FIRST DROP / 001

Fresh start.
Good company.

One shirt changes the mood.
The rest falls into place.

STRAIGHT FROM THE FILMThe Reset Shirt in Cloud blue01

The Reset Shirt

$68

Cloud blue / Relaxed fit

A relaxed button-down with an easy drape, chest pocket and room to move.

THE SUPPORTING CASTThe Everyday Tee in Chalk02

The Everyday Tee

$32

Chalk / Relaxed fit

A clean crew neck. A generous shape. The starting point for whatever’s next.

THE SUPPORTING CASTThe Afterhours Trouser in Washed black03

The Afterhours Trouser

$82

Washed black / Relaxed fit

A relaxed straight leg that takes the long way home.

Gugbaam sky blue cap
THE FINISHING TOUCH / 004

No dress code.
Just you.

For bad hair days and very good plans. The finishing touch, without the fuss.

THE GUGBAAM WAY

You don’t need
a new personality.
Just a little room.

To move. To change. To show up as yourself.
That’s what getting dressed should feel like.

Your next chapter.

Your bag is waiting for a fresh start.

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A concept bag. No checkout or payment.