Cool Dads Club: the LABEL fans we didn't expect
The Skeleton Cool Dads tee became a thing. Here's the wholesome reason why.
We dropped the OFFICIAL LABEL 222 COOL DADS CLUB tee as a joke. A wholesome joke, but a joke.
Then the photos started coming in.
Dads at the park. Dads at the school gate. Dads at parent-teacher night. Dads in the supermarket with the bub on their shoulders. A pediatrician at the hospital. A drummer in a 80s rock cover band. A 65-year-old yoga teacher in Byron Bay.
They were all wearing the tee. They were all sending us pics. They were all happy.
We realised three things:
1. Dads need fits. The whole streetwear/menswear conversation skips an entire demographic that buys constantly and is starved for things that aren't either basic or trying-too-hard. Cool Dads Club hit a nerve.
2. The print works because the joke is on YOUR side. A skeleton holding a beer with "OFFICIAL COOL DADS CLUB" is the dad telling the joke about himself. It's earned, not condescending.
3. Restock pressure is real on this one. We said never. We meant never. The next dad piece will be different — same energy, new print.
Watch this space.