Our story

WEAR31 is a new clothing brand born on the South Coast, inspired by the seaside on our doorstep - the beach huts, the cliffs and the sea.

The idea is simple: retro surf graphics that react to heat. Heat-reactive prints have been around for years, usually as a novelty. We want to build a proper brand around the reveal - warm, washed colours, 1970s-style wave and sun artwork, and heat-reactive prints designed to shift from blue to red as they warm up (temperature-reactive by design).

Why 31? It's roughly the temperature where we want the print to start changing - close to warm skin. The 31° mark runs through everything: big on the back of our Signature pieces, small on the chest, and in a circle on sleeves, hems and caps.

We're starting small: hoodies, tees, crewnecks and caps. Fabrics and makers are still being chosen, and every design will be redrawn by an illustrator before it's printed. We'll test garments properly before we sell a single one - and if something doesn't hold up, we'll say so.