FTS — the tumbler that said the quiet part loud
How a four-letter print became one of the best-selling pieces of the year.
FTS stands for what you think it stands for.
We didn't expect this one to do what it did. It was a Saturday morning sketch — bold black serif on a chrome tumbler, the kind of thing you'd take to the office on a Monday morning.
Two weeks after the drop, FTS was outselling our tees.
People bought them for: their bosses (passive-aggressive gift), their best mate, themselves (as a daily fuck-you to the email pile).
The lesson: never underestimate the appeal of saying the quiet part in printed form.
More drinkware is in the works. Different prints. Same energy.
Behind the shoot
