WE DON'T BRAKE

I’ve always been obsessed with cars and car culture, so I decided to turn that into something of my own. We Don't Brake is a T-shirt brand for people who never lift and always drive forward. I built it from scratch on the side: the brand, the designs, all of it. To show the shirts off, I used generative AI and worked through new workflows to create the photography and motion content, aiming for a grainy 35mm film look that feels more like a real shoot than a product listing. I set up an Instagram channel to share it all, which sends people through to the Etsy shop where they can buy the tees. It’s been a great way to test and refine my AI process while working on something I actually care about.