A tee that behaves like an heirloom — only friendlier.

Some people say "keep it 100" and mean it as a warning: whatever comes next is going to be blunt, so brace yourself. This shirt is built for the person who says it first, before anyone asks for the honest version. The phrase is old enough now to have a little irony baked in, which is exactly the crowd this design is aimed at.

The lettering does the talking. KEEP and 100 are solid folded-paper gold, stacked with a shadowed crease like the letters are peeling slightly off the shirt. IT sits between them in white-on-grey crosshatch linework instead of solid color, which reads as a small joke on its own: the middle of the phrase is the part left unfinished, or under review, while the rest commits fully. Wear it and you're announcing you've picked a side even if part of the sentence is still a work in progress. That's a more honest position than most slogan tees manage.

If you'd rather your shirt stay quiet about your opinions, this one is not going to cooperate, so go looking for something in minimal or plain instead. Still here? Good. The gold is the kind that photographs warm rather than neon, which is why it holds up next to navy chinos, indigo denim or a charcoal wool coat without fighting any of them. The print itself is water-based DTG cured low, so the crease shading and the linework stay flat against the cotton instead of sitting on top like a sticker.

Wear it a few times and it stops being the loud shirt in the drawer and becomes the one you reach for on days you don't feel like softening anything. Pick your size above.

• Fabric
  100% ring-spun combed cotton, single jersey knit
• Weight
  210 GSM — mid-weight with structured drape
• Fit
  Classic regular fit; runs true to size with a generous shoulder
• Print
  Water-based direct-to-garment, cured at low temperature
• Neckline
  Ribbed crew, reinforced with double-needle stitching
• Origin
  Fabric sourced in North Carolina; printed in the USA
• Certification
  OEKO-TEX Standard 100 inks and dyes