How to find your arse from your elbow

A recently-formed design group has launched a clothing label called Rude. Graphic and product design specialist Pool, which was set up by Abi Williams and Rupert Meats, created the label.

The London group designs ties, pants, T-shirts, vests and hooded sweatshirts with skirts, long sleeve tops and trousers in the pipeline. The clothing is adorned with a number of ‘urban designs’, says Williams, including maps, arrows and the phrase ‘This is How to do it’.

But asked for an explanation as to why pants have been designed with maps on, Williams starts to explain and then pauses. ‘I can’t say that,’ she exclaims. ‘It’s too rude!’