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Line Chasing Dot

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    Life in the grey area

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    Hoodies

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    Average, on purpose.

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    Box Statement Tee

    £27.95
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    Box Statement Tee 2.0

    £27.95
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    Average on purpose Cap

    Average on purpose Cap

    £29.95
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    On purpose Hoodie

    £54.95
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    The Founders collection

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    Distressed Founders Cap

    £29.95
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    Founders Tee

    Founders Tee

    £24.95
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    Founders Waffle Shorts

    Founders Waffle Shorts

    £29.95
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    Founders Hoodie Dark

    £59.95
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    Founders Hoodie Light

    £59.95
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    Average updates.

    Explore our latest stories, previews, and founders notes
    Founder's Note

    Introducing Actual Jon

    I’m Jon. Not “main character” Jon. Just… Jon. My mind is chaotic, so I need calm where i can get it, in routine, in clothes that don't try too hard.
    The Ethos

    Average, on purpose.

    “Average” isn’t a failure, it’s where life happens. A brew. A Tuesday. A quiet win no one claps for. Average, on purpose is opting out of noise and choosing calm. Look out for the next drop...
    Football is Life

    World Cup Nostalgia #1

    World Cup '26 is underway. Got us thinking of our most memorable World Cup Moments. Check in on Actual Jon's "Lifetime World Cup XI".
    Ahh the memories

    World Cup Nostalgia #2

    Wondergoals. Nearly men. One-tournament immortals. Players who became folklore without needing a room full of trophies. The full Cult XI is live on the blog now.