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"too cool for school", is rooted from the phrase, “a group of fish” which means the “coolest from the group.” we wish to create products that are cool to a point of superiority. We focus on making must-have items that do not follow trends, but set them, while ensuring the highest standards of quality.

Too cool for school, based on its commitment to artistic experimentation, aims to create “artwork” not “products” labelling itself “a lab for art experimentation” rolling out products through artistic activities.