A cat named Fish.
Fish is a cat. Fish is also the founder, creative director, and sole creative authority of a fashion label that bears Fish's name, face, and — owing to an unfortunate logo decision — skeleton. We have learned not to question it.
The brief, as we understood it.
It began with a logo: a dead fish with an X for an eye, drawn in a chunky, friendly hand that suggested someone was having a much better day than the fish. Fish saw it once, blinked slowly, and — in the only language Fish negotiates in — approved it.
From there the brief never changed. Make heavy things. Make them well. Print them only when someone wants one, so nothing is wasted. Put the skeleton on everything. Explain nothing. Fish has been remarkably consistent, mostly by being asleep.
“A fashion brand designed by Fish” is not a slogan. It is a disclosure.
- Name
- Fish
- Title
- Founder & Creative Director
- Species
- Cat (domestic, shorthair, unimpressed)
- Born in
- 2025
- Medium
- Heavyweight cotton
- Influences
- The windowsill. The 4pm sun. Quiet contempt.
- Comment
- Declined.
Heavy is honest
If it doesn't have weight, it doesn't have a point. Everything Fish makes is built to be the thing you reach for.
Waste is undignified
Print-on-demand means your piece is made for you, when you order it. No landfills of unsold merch. Fish finds excess tacky.
Say less
Good design doesn't come with a caption. Fish picks the heavyweight, signs off, and goes back to the windowsill. What it means is up to you.