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The black dog has a name
Depression, anxiety, the weight you carry silently — Winston Churchill called his the black dog. We wear ours on the outside so no one has to carry it alone.
Est. 2026 — a clothing brand for the mind
Black DogSociety
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Face your demons
Wear your story
You are not alone
Rest is resistance
Keep going
Face your demons
Wear your story
You are not alone
Rest is resistance
Keep going
Inner Demons — Vol. 1
Wear the weight
Three signature pieces. Heavyweight, oversized, vintage-washed — each a demon made wearable. A portion of every order funds mental-health support. Prices in NZD.
The Full UniformSave NZ$91
The Complete Ritual
Four pieces. One offering to the self. Hoodie, tee, cap & socks — the complete offering, plus a complimentary sealed Vault card.
NZ$199NZ$290
01 — Inner Demons Vol. 1
The Watcher Tee
Vintage Black
02 — Inner Demons Vol. 1
Rooted Fear Tee
Vintage Cream
03 — Inner Demons Vol. 1
The Crawler Hoodie
Washed Black
Eau de Parfum
Four scents, four stories
Every mind carries a shadow. Tap any bottle for the full ritual — film, packaging, and its olfactive pyramid. Numbered editions of 500. 50ml · NZD.
The Watcher
Sharp and unblinking. The scent of being seen
Bergamot · Black Pepper · Juniper · Incense · Vetiver · Cedar · Smoke
NZ$129
Rooted Fear
Damp earth and old wood. What grows inside you never leaves
Oakmoss · Cypress · Wet Earth · Sandalwood · Leather · Patchouli
NZ$129
The Crawler
Warm, buried, and crawling back to the surface
Tobacco · Rum · Vanilla · Amber · Oud · Charred Woods
NZ$129
Rebirth
The clean light of the morning after the dark
Bright Woods · White Musk · Amber · Soft Smoke
NZ$129
Ritual Objects
Carry the ritual
Caps and socks in four marks — emblem, wordmark, logo, or an art panel — plus candles and incense for the mind's quiet corners. NZD.
The Society Cap
Emblem · Wordmark · Logo · Art
NZ$55
Society Socks
Emblem · Wordmark · Logo · Art
NZ$25
Vigil Candle
Soy Wax · ~45h burn
Matte-black debossed vessel. Cypress, wet earth and soft smoke — Rooted Fear, for the room.
NZ$65
Ritual Incense
Hand-dipped · Cast Holder
Hand-dipped incense with a cast thorn-star holder. Incense, cedar and smoke.
NZ$35
The Vault · 100 Cards
Claim your number
One hundred serialized cards, 001 to 100, will ever exist. Buy a sealed card and the serial you receive is left to fate — you won't know your number until it's yours. One card rides free with every hoodie.
Mystery Card
One sealed, random serial
NZ$25
Pack of Three
Three random serials · save NZ$15
NZ$60
Origin001 – 005
Rare006 – 025
Uncommon026 – 060
Society061 – 100
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The Manifesto
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We draw what we can't say
Every piece begins in a sketchbook at 3am. The monsters, the flowers with faces, the keys to locked rooms. This is language for feelings that don't have words yet.
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Wearing it is the conversation
You put on the piece. Someone asks about it. Suddenly you're talking. That's the whole point — clothing as a door into the conversations we avoid.
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A society, not a store
A portion of every drop funds mental-health support. You're not a customer. You're a member of a quiet society that decided to stop pretending it's fine.
The CollectionInk from
Ink from
the inside
Four original hand-drawn pieces. Each one a feeling made visible — tap any piece to look closer.
The Keeper
Fancy Key Man
The face that guards the door you're afraid to open.
Bloom
Screaming Sunflower
Growth is not always gentle. Sometimes it screams from the root.
The Quiet One
Study of a Watcher
Big eyes, small voice. The part of us that only observes.
Static
A Face in the Noise
The overwhelm. Every thought at once, drawn dot by dot.
Why we exist
The darkness is shared, so it weighs less.
Black Dog Society exists for the days that don't make it to social media. We turn the sketches from our worst nights into wearable art — a quiet signal to others that they aren't the only one carrying something heavy.
10%
of every drop funds mental-health support
100%
original art, drawn by hand, never AI
“You wear the piece. It starts the conversation.”
The Society Kit
Opened like a ritual
Every order arrives as a full ceremony — a sealed black box, wax-bound tissue, a numbered membership card, and a note reminding you that you are not alone.
The Unboxing
Face your demons. Then unwrap them.
The Society Box
Matte-black rigid box, debossed BDS mark. Built to keep.
Wax-Sealed Tissue
Emblem-printed tissue, bound with a hand-pressed wax seal.
Member Card & Note
A numbered Society membership card and a hand-set welcome note.
Membership
Join the Society
No spam, no noise. Just early access to drops, the stories behind the art, and a reminder that you belong somewhere.