Nobody hands you a manual. Just a bag, a bun you can't do, and a group chat you don't understand. Then somebody two rows back shows you where to stand.
Our first customer. Van Damme pose, fully committed.
Where this came from
It started with a few beers.
A handful of dance dads, a few beers, and the same conversation we'd all had separately:
nobody tells you how any of this works. You pick it up in car parks and
corridors, off blokes who've been doing it longer than you.
So that's the whole idea. Not gear that laughs at dance dads. Gear that says
you're one of us, and somebody here will show you where to stand.
We drive. We wait. We clap louder than anyone else in the room. And when a new dad turns
up looking lost, we go and get him.
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