The name is a Kelis deep cut, Neptunes-produced naturally, and the brief is the same: whatever is young, fresh and new lives here. The archive grows the way it always has - a punchline gets typed somewhere, a fan decides it belongs on cotton, and a few days later it exists.

Expect the latest tweet tees, freshly reactivated era graphics and first runs of new formats before they settle into their permanent collections. Printed to order in Paris, so new never means presale: it ships as fast as everything else.