You know that feeling when something is on your mind, but you can't quite explain why?

You keep thinking about it anyway. You replay a conversation. You change your mind about a decision. You want something, then wonder whether you actually want it. You feel completely sure in the morning and spend the evening questioning the same thing.

Most of the time, we treat this like a problem.

We try to figure it out, make a decision, get an answer and move on. Which makes sense, because apparently every thought now needs to be processed, labelled and resolved before we can get on with our day.

But not every thought works that way.

Some thoughts contradict each other. You can be confident and unsure at the same time. You can be ambitious and exhausted. You can want attention and still want to be left alone. You can know where you want to go and still have no idea how you're going to get there.

That doesn't always mean you're confused.

Sometimes you're just thinking.

1. SOME thoughts don't need an answer

We tend to think of a clear identity as a consistent one.

Same opinions. Same taste. Same direction. Same version of yourself every day.

But that's not really how people work.

You change depending on what happened yesterday, where you are now, who you're around and what you're trying to become. Something that felt completely right six months ago might feel wrong today. Something you weren't ready for then might suddenly make sense now.

So why does everything have to be resolved immediately?

Maybe you can just let a thought sit there for a while.

You don't have to agree with it. You don't have to act on it. You don't even have to understand it properly.

You can just hold it.

2. SOME thoughts get louder when you try to ignore them

You probably know this one.

You tell yourself you're not going to think about something, and somehow that's exactly what you end up doing.

You distract yourself. It comes back.

You decide you're over it. It comes back again, just slightly differently this time.

Eventually, the thought starts affecting the way you see yourself, even if you never really intended it to.

That's where the idea behind Hold This Thought started.

Not with the idea that clothes should tell everyone what you're thinking.

Quite the opposite.

What if something could simply exist without being resolved?

A contradiction could stay a contradiction. A feeling could stay uncomfortable. A question could remain a question.

You don't have to clean everything up just because it's easier to look at that way.

3. SOMETIMES what's inside doesn't stay inside

Look at the garments in the collection and you'll notice that none of them are trying to make the idea particularly neat.

The Colorblock Crop puts opposing colour blocks beside each other instead of blending them into something easier.

The Anatomic Shirt looks beneath the surface, using the body itself as the subject.

The Screech Shirt takes an internal thought and pushes it outward, almost as if it has become too loud to stay contained.

The Dissolve Form Shirt takes a face and breaks its definition apart.

Then the tees take the idea further.

Gripped is about the thought you can't let go of. A Fractured Tee is about something that once felt whole becoming fragmented. Body Form brings the thought back into the body, making the graphic follow the person wearing it rather than simply sitting on top of the garment.

They're all looking at different things.

But they're asking a similar question:

What happens when something inside you starts becoming visible?

Not in some dramatic, "wear your emotions on your sleeve" kind of way.

You don't need your T-shirt explaining your childhood to strangers on the street.

It's much simpler than that.

You see something you recognise.

Maybe you can't even explain what you recognise about it.

You just know it feels familiar.

4. YOU don't have to dress like you've figured everything out

There is a strange pressure to look certain.

Your clothes should look certain. Your career should look certain. Your decisions should look certain. You should apparently know exactly where you're going, even when you're still figuring out which direction you're facing.

But you're allowed to change your mind.

You're allowed to have two opinions.

You're allowed to be one version of yourself today and a different version six months from now.

That's not inconsistency. That's just what happens when you're actually living your life.

Your wardrobe doesn't need to pretend otherwise.

The clothes you wear should give you room to move, change and figure things out. They can have a point of view without deciding yours for you.

That's really what Hold This Thought is about.

Not having the right answer.

Not turning every feeling into a conclusion.

Just giving some of those unfinished thoughts enough room to exist.

Because maybe the thing you're still trying to figure out doesn't need to be thrown away just because you haven't figured it out yet.

Maybe you just need to hold it for a little longer.

SERIOUSLY, disciplined FUN.