DUD - Worn by Those Who Don't
Fit In
In old American slang, a "dud" meant clothing.
But it also meant something that didn't work the way it was supposed to - a so-called failure.
We've reclaimed both.
DUD exists to do exactly what fashion isn't supposed to do.
No trends. No noise. No rules.
We craft oversized, unbothered, and unapologetically bold fits that defy the polished, plastic playbook of the fashion world.
Because when the system expects shine - we wear shadows.
ALL DUD, NO DUDS.