A UNIFORM FOR REAL LIFE.

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The Founders Collection

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Founders Hoodie Light

Founders Hoodie Light
£54.95
£54.95
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Founders Hoodie Dark

Founders Hoodie Dark
£54.95
£54.95
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Founders "Not Today" Cap

Founders "Not Today" Cap
£29.95
£29.95
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Founders Beanie

Founders Beanie
£23.95
£23.95
Founders T-Shirt 2.0

Founders T-Shirt 2.0

Founders T-Shirt 2.0
£24.95
£24.95
Founders Waffle Knit Shorts

Founders Waffle Knit Shorts

Founders Waffle Knit Shorts
£29.95
£29.95

Average, on purpose.

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A little taste of what is to come, Average on purpose is the ethos of the brand, a few staples from the 2nd Drop available now, more to come later...

On purpose Hoodie

On purpose Hoodie

On purpose Hoodie
£54.95
£54.95
Average on purpose Cap

Average on purpose Cap

Average on purpose Cap
£29.95
£29.95

We found it easier to express the voice of the brand through music...

Average, on purpose

Average, on purpose

Written by Avg. Jon, Created by Gemini

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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.
Up Next

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...
Outside the Brand

100 Push-Up Challenge

Every Day in April "Actual Jon" will be doing 100 Push-Ups to raise funds and awareness for Cancer Research UK - follow along on Instagram @avg.jons
Fellowship of the thing

Join the Jon-Census

Drop us a review, post your "Avg. Jon's in the Wild" pictures, pop your name on the completely unnecessary "Jon-Census"
What we are working on

Misunderstood, mostly

Not launching. Not announced. Not even promised, really. Just an idea... Misunderstood, Mostly. A potential future collection for the slightly dramatic, mildly unravelling, not-the-villain-among-us crowd.