The Story

I have loved cars since I was a small child. I spent years trying to understand them as deeply as I could — teaching on racetracks, writing books about them, lecturing on the physics of cars from a university podium. I have lived through countless experiences with them.

I came to see that every brand has something admirable about it, and that many models can be loved for something. And yet there was only one car that moved into my soul in a way it never left again: the Porsche 911.

It exists in astonishing variety, and each one carries a different character. Even the earliest were exceptional, and they only grew more perfect over time, thanks to one generation of devoted engineers after another.

I felt the soul of the 911, and something inside me kept insisting I had to show this to others. When @soul_by_911 began, it turned out just how many of us feel exactly the same way — and that is when the purpose changed. Not just to show the soul of the 911, but to belong to a community of people who feel it too.

If you are reading this, you have found us. If you feel it too, you belong with us. Because this is not a model, and it is not a number — it is the soul of the 911, the one that lives inside every single one of them. A passion we wear with pride.

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The method

Drawing is adding.
Design is removing.

Every graphic starts as a full hand drawing — too much detail, every panel gap, every reflection. Then it goes on the wall and we spend weeks taking things out of it. A shadow. A wheel spoke. A line that only existed to explain another line.

The piece is finished when removing one more element would make it unrecognisable. That is usually somewhere around ten percent of what we started with — and it is always better than what we started with.

How we work

Four rules we have not broken yet

01

No branding on the outside

Our name appears once, on the inner neck label. If a drawing needs a wordmark next to it to make sense, the drawing is not finished. This also means nobody is paying us to advertise for free.

02

No seasons

Pieces are added when a drawing survives the removal process, and not before. That might be four in a year or none. Nothing is discontinued to create urgency — when something does end, like the hundred-piece edition, we say so up front.

03

Heavier cotton than the price suggests

220 gsm as standard, 260 for the heavyweight, combed and ring-spun, woven and cut in Portugal. The difference between this and a 150 gsm shirt is obvious in the hand and even more obvious after twenty washes.

04

Made close to home

Printing, packing and shipping all happen in Budapest, by people we can walk over to and talk to. It costs more than sending the files abroad. It also means a mistake gets fixed the same afternoon.

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The cloth

Chosen by hand, once.

We tested eleven cloths and kept two. The 220 gsm is the everyday one — dense enough to hang straight off the shoulder, light enough to wear in a Hungarian August. The 260 gsm heavyweight is for the rest of the year.

Both are combed ring-spun, side-seamed, with a taped neck and a ribbed collar that does not go soft. Both come from the same Portuguese mill. We do not intend to change either of them.

See the collection