PRESS

// limits are fiction

Limits Are Fiction

Limits Are Fiction is an independent clothing and publishing brand built for people who are still changing.

We make clothing, print and objects for a generation that grew up around streetwear, music, magazines, skate and snow culture, clubs and the early internet, and never stopped caring about any of it.

// 01

The story

Limits Are Fiction started with a question.

What do you make when you still care about clothing, music, design and culture, but most brands seem increasingly interested in someone twenty years younger?

The answer wasn't to make something more sensible.

It was to make something we wanted ourselves.

The roots go back a long way. Snowboarding as teenagers. Making clothes. Independent magazines. Record shops. Clubs. The first version of the internet. Building small businesses and eventually working across startups, technology, design and global creative companies.

Along the way came work with brands including Nike, adidas, LVMH, Google, Uber, Samsung and YouTube.

But Limits Are Fiction is less about where we have been and more about what comes next. It is a clothing brand, a publishing project and the beginning of a community for people who still want to make things, start things, change direction and surprise themselves.

We are not interested in dressing your age.

We are interested in what you do next.

You are not done yet.

// 02

Clothing. Print. Culture. What comes next.

Limits Are Fiction sits somewhere between a clothing brand, an independent publisher and an ongoing cultural project.

Drop 00 introduces clothing, Issue 00, the Next First Cards and the Side Quest Log.

Around those objects is a growing world of stories, characters, events, experiments and people who refuse the idea that becoming more experienced should mean becoming more predictable.

ShopManifestoChameleonIssue 00

// 03

Drop 00

The first Limits Are Fiction release.

Drop 00 is a limited run of 333 pieces across clothing and objects, alongside Issue 00, our first independent publication.

It introduces the first part of the Limits Are Fiction world through clothing, print, characters, stories and physical objects designed to live beyond a screen.

Drop 00 launches 21 September 2026.

Drop 00 imagery held until launch — request press access

// 04

Issue 00

A physical publication about people, ideas, culture and what happens next.

Issue 00 brings together conversations, stories and observations around creativity, reinvention, work, identity and starting something new.

Not self-help.

Not a guide to getting your life together.

Something to read when you are thinking about what comes next.

Issue 00 →

// 05

Why now?

A generation grew up with skateboarding, snowboarding, streetwear, independent magazines, record shops, club culture and the first internet.

They didn't suddenly stop caring about any of it when they turned 40.

Limits Are Fiction is interested in what happens when experience adds possibilities rather than removing them.

Style changes. Careers change. People change.

That is the point.

// 06

Story angles

A few of the conversations behind Limits Are Fiction.

1. 01

   Streetwear grew up.

   So did the people who came through the culture. A generation that grew up around skateboarding, snowboarding, club culture, independent magazines, streetwear and the early internet is now entering its 40s and 50s without losing interest in any of it.

2. 02

   Why should dressing your age mean becoming predictable?

   Limits Are Fiction explores what style and identity look like when experience expands your options rather than narrowing them.

3. 03

   Back to making things.

   After years spent building companies and working across the global creative and technology industries, the founders returned to something much more personal. Making clothing, publishing something physical and building an independent brand from scratch.

4. 04

   The return of physical culture.

   Zines, clothing, printed matter, objects, music and real-world events sit alongside characters, digital experiments and internet culture.

5. 05

   You are not done yet.

   Limits Are Fiction is built around the belief that there is no fixed point where people are supposed to become finished versions of themselves.

// 07

Fast facts

Founded

2026

First release

Drop 00

Launch date

21 September 2026

Drop 00

333 pieces

Includes

Clothing / Issue 00 / Next First Cards / Side Quest Log

Category

Clothing / Publishing / Culture

Website

limitsarefiction.com

Instagram

@limitsaf

// 08

Request press access

Drop 00 imagery and product photography are being held until launch.

If you are working on a story, feature or interview and would like early access to press materials, get in touch.

Available on request

• Brand background + press information
• Founder background
• High-resolution brand assets
• Selected campaign imagery
• Drop 00 product imagery under embargo
• Issue 00 imagery
• Interview requests
• Sample requests

// 09

Press release

For the full Limits Are Fiction launch story, press release and supporting information, request press access.

// contact

Talk to us.

For interviews, features, samples, imagery, partnerships or anything else press-related, get in touch.