Simplified Clothing, or SMPLFD, is a north-american collective from Detroit that believes firmly in “less is more” and strives to deliver thoughtful imagery by means of bold, clever and simple designs. Despite that straightforwardness, they aim to be thought-provoking:

We feel an enigmatic demeanor is more fashionable than the opposite so our designs merely elude to ideas, rather than state anything definitely. In other words, they are a door to enter, rather than a billboard that talks at you.

What I like about SMPLFD is their freshness. The world today is saturated with t-shirt designs that are a dime a dozen, and these just catch the eye in the middle of that busyness. I especially like the quirk of the featured cardigan and the reductionist Marlboro logo tee (which, admittedly, took me a moment to figure out).