Mindless Genius is an exploration into “hype-brands” and understanding how they function. What gives items its value and make them so desirable to have. Mindless Genius “Darkly Lit” drop is the first product for an up and coming hype brand using reflective ink on screen printed shirts. The reflective ink is meant to further express the oxymoron of our brand and create the hype necessary for our audience to want our products.

Published: May 22, 2017