BRIT(ISH) is a statement led collection exploring the current climate of the UK. Through the use of playful typography, the collection visualises real insights and anecdotes about how it feels to be British today for young people. Various screenprints attempt to bring phrases like 'Life feels like a balancing act' to life. The posters are AR interactive, making language and culture interactive and real. The insights behind the products come from the everyday, so in turn the campaign photographs were taken on the streets of Leeds, UK to return the products to where the insights were found.