About WordUp

WordUp makes t-shirts about Swedish norms: the unwritten rules everyone follows but nobody says out loud. Stand on the right on the escalator. Never take the last bun. Arrive neither too early nor too late. We write them down and print them on the back.

Each collection plays with the norms in its own way. Swedish law turns them into sections of the law, The dictionary turns them into definitions. The front is plain, so the shirt works just as well at school as on a night out. The message only shows once you have walked past.

Every shirt is printed when you order, on organic cotton. We keep no stock and throw nothing away.