DENIAL was born from a simple truth: I have always loved fashion, but I could never afford the big-name brands.

Growing up in England, I was surrounded by labels that promised status but delivered little more than a logo. I was fed up with paying for a badge — spending money on clothes that lacked comfort, quality, and real identity. That frustration planted the seed for something different.

In Year 11, during a Design & Technology assignment, I decided to stop accepting the ordinary and start creating my own. What began as a school project quickly became a vision. I designed pieces I actually wanted to wear — clothing that focused on resilient design, real comfort, and authenticity, rather than hype.

That assignment became DENIAL.

DENIAL exists to break free from the ordinary and rebel against societal norms that tell us to follow instead of creating. To deny the idea that fashion must be uncomfortable, overpriced, or driven purely by status. Every piece is made with intention, where comfort is never sacrificed for design, and design is never meaningless.

Built by an English teenager striving for the success of his business, DENIAL represents independence, ambition, and self-belief. It is proof that you do not need luxury prices or industry approval to build something real — just vision, dedication, and the courage to challenge what is expected.

DENIAL is for those who refuse to be defined by logos.

For those who value comfort, creativity, and confidence.

For those who choose their own path.

This is not just fashion.

It is a statement.