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About Us

DNA is a proud Great British company. Keeping the ‘Great’ in Great Britain.  Our office and design studio are in Covent Garden, London and our manufacturing and distribution is in Surrey.

As well as producing cool high quality t-shirts, our ethos is to provide our customers and collectors with an easy online experience and a second to none service.

We have a zero tolerance for child and slave labour and insist that our partners embrace the same culture.

We’re not eco worriers but very passionate about doing everything possible to reverse our global damage.

The concept of producing unique and collectable clothing was devised by our founder and designer Gavin Alexander to help give everyone a way of expressing their unique identity.

The garment online authentication system was also devised by Gavin to ensure people have bought a genuine DNA item and not a counterfeit. Our online owners gallery provides a way for registered owners to show their Unique DNA to the world.

Our designs are made to provoke a reaction, be bold, stand out from the crowd and say ‘look at me . . . I’m different’.

Everyone is different and our clothing gives everyone a way to prove that. You’ll never come across someone else wearing the exact same item as yours.

Be proud of your DNA.

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