100% premium cotton 

420gms

a little story 

Inspired by the protein trend and the way it has found its place in almost every part of everyday culture, this print takes an ironic look at our obsession with putting protein in everything. At this point, the only thing we seem to be missing is a protein cigarette.

The billboard becomes more than just a backdrop. It becomes a canvas, made to catch the eye and turn an ordinary urban space into a statement. The reference to smoking culture is paired with the Olsen sisters, icons of minimalist style and quintessential 2000s cool.

The result is a collision between two cultural codes: wellness culture and its pursuit of the ideal body, and the romanticised image of the cigarette. The print sits somewhere between fashion, pop culture and absurdity, turning a familiar visual language into an ironic take on the way trends slowly become part of our identity.