The label

The first three batches of Small World shirts went out with a generic printed neck tag. We hated it, but we shipped it. A printed tag on a heavyweight cotton tee always feels like an afterthought, and ours did too.

So we drew our own. The wordmark, the little pinch icon on top, the line that says what the brand actually does, and a single quiet credit at the bottom: ESTD 2026, Zürich. Nothing else. It went through eleven rounds of small adjustments before we let anyone weave it.

It is woven in soft cream cotton, sewn flat into the inside back collar with two clean stitches so it never scratches the neck. You can't see it from the outside. Most people will never look at it. But it is the first thing you notice when you pick the shirt up off your chair in the morning, and that was the whole point.