SORRY

SORRY was born from the desire to stop apologizing. Not to the world, and above all, not to ourselves—for who we are, for our truth, for our emotions, and for the artistic path we choose to follow. The brand’s logo—a single line crossing through the word SORRY—does not erase the word, but questions the very need for it. SORRY NOT SORRY is a statement of creative freedom: the courage to take risks, trust our instincts, and believe in ourselves.

SORRY TENNIS CLUB / The Sky Today

SORRY Tennis Club / The Sky Today is the brand’s first-ever color collection, following years of working almost exclusively in black and white. Like every SORRY collection, it emerges from the intersection of seemingly distant worlds and responds to the spirit of its time.

The collection takes its point of departure from a small gesture in tennis. When a ball clips the top of the net and still lands inside the opponent’s court—a net cord—players traditionally raise a hand and say “Sorry.” It is not an apology for breaking the rules, but an acknowledgment that the point was won through a moment of chance rather than pure control.

That fleeting instant—when the ball touches the net, hangs in the air for a fraction of a second, and has not yet chosen a side—meets The Sky Today, an ongoing archive of daily sky observations. Like the ball, the sky operates within an invisible system of rules: constantly changing, yet forever beyond our control.

If the tennis court defines clear boundaries, the sky dissolves them. If the game is built on order and precision, the sky reminds us of the power of unpredictability. The collection exists within this tension—between order and disruption, control and chance, sport, art, and design.

Here, the gesture of saying “Sorry” is transformed. The line crossing the brand’s logo cancels the need to apologize, turning a moment of chance into a declaration of creative freedom. It also marks SORRY’s first color collection—a moment in which the brand chooses to break its own rules.