We started about:blank back in 2021 with a handful of tees and shot everything ourselves in Jack’s studio in East London. Since then, we’ve grown the brand piece by piece, created our own space in Shoreditch, held two pop-ups, launched hundreds of styles, and rebuilt every core block we use. This season marks four years, and we wanted to do something that felt like a line in the sand.

So we took it to Ibiza.

Ibiza has been a part of our brand journey and the place of many team holidays we’ve been on over the years. Granted, we admittedly hadn’t seen much of the island. But it felt right to head over there to shout about our resort collection.

This was our biggest shoot to date.

Shot entirely on location with a tight team. This is also our first campaign that will be plastered across London on tubes and buses. No pressure then.