Our promise
A French brand, a little punk at heart, a little bit of a pocket therapist, that makes t-shirts like everyday remedies.
Here, we treat the blues, the frustrations, the "I want to disappear" with organic cotton and snappy messages.
With Apology, you don't just wear a garment, you wear your story, your convictions and your character.
Based near Lille, Apology was born from a very simple idea
Because we were fed up with t-shirts that say nothing, that serve no purpose, that pile up for no reason.
Because we wanted clothes that understand you, that hug you (without being tight), that speak for you when you no longer have the words.
Because we believe that a good t-shirt can be as lifesaving as a good friend or a good mojito.
The creator of the brand
Olivier, a creative, multi-entrepreneur. After working for major fashion brands, then with quite a few brands via his latest startup adventure, he realized that greenwashing is omnipresent in big companies, that money dictates everything. So he wanted to do better, launch a brand that is more fair with the planet and with his conscience.
He often complains on LinkedIn, so if you want to follow him, click the button below (and you'll see his real face!).
PS: he already had message t-shirts in 1976 😉