We were keen to print a shirt that was based around text, had something of a slogan. And while ‘Hell Yeah’ fits the bill, its clever detail also shows fine illustration skills, so it sits well in our catalogue.

Presse explains the thinking behind his design: “I wanted to work on typography, and ‘Hell Yeah’ seemed a good phrase and theme for a tee. The idea was for the shirt to look discreet from far away, but far there to be some funny details when you looked close up.”

Fact attack: there were at least two LPs this year that featured tracks entitled 'Hell Yeah': one by hipster scientologist Beck, and the other by veteran showman Neil Diamond.