Queer fashion has never been short of rainbows. What it can be short of is specificity.
Walk through Soho on a Friday night, and you’ll find slogans, cheeky innuendo and enough lycra and leather to clothe a small army. We love it…mostly.

But we also wondered why queer fashion so often seems to come with the same visual instruction manual.

THOZE started with a slightly different idea: what if we made things for our community without feeling the need to explain the community?

We’re a two-person, London-based queer brand rooted firmly in bear culture. And that matters to us.

The community has always made space for people who don’t necessarily fit the polished version of what gay culture is supposed to look like. Different bodies. Different ages. Hairy, smooth, big, small, masc, camp and everything in between. There’s something brilliantly uncomplicated about finding a room full of people and thinking: these are my people.

THOZE comes from that feeling.

The name comes from “those”. As in “those people”. The outsiders, the quirky ones, the hairy ones, the ones who found their people somewhere between the dancefloor, the darkroom and the kebab shop at 3am.

That felt right.

We’re creatives by day, so THOZE began as a slightly selfish creative project: an excuse to make the sort of work we actually wanted to see around us. More personality, less corporate rainbow, and absolutely no need to shout “PRIDE” across the chest.

The T-shirt is the starting point. The people are the interesting bit.

We’ve been collaborating with Beefmince, Dandy and Honey Honey, three very different parts of London’s queer nightlife that all have strong connections with the bear community. Each has its own personality, crowd, and energy.

So why make them all look the same?

We’re interested in that messy space between fashion, nightlife, music and community. The moment someone spots a T-shirt across a crowded room and thinks, “I know what that means. I know those people.”