We SWEAR we don't SWEAR, but we definitely ride that fine-line because nobody else will... and besides, it's super funny. Our crew has mastered the coulda, woulda, shoulda, but sounds like we DID— without actually doing it!

With the point being that...

We Swear, We Don't Swear!

Every pun is intended.

Every t-shirt from The 'ICS' Brand is designed to make people do a double-take, challenging them to uncover the brilliance at play. For example, flipping a few letters around, such as Sh and the letter F, tricks the eye and brain into thinking you were told to be silent in the rudest way.... 'FUT THE SHUCK UP!' But under the guidance of the ICS Brand no one is ever told to 'Shut The **** Up' — our subtle, yet undeniably clever play on words suit the person bold enough to wear uncanny borderline statements.

At The 'ICS' Brand, we get a natural high off of playing with words and phrases. It's more than just our business, it's literally and figuratively like a visual game of "Cat and Mouse" for us. A phrase within a phrase is one our GOTCHA tactics!

This world has become extra sensitive when it comes to what we can and cannot say. But we don't give 2 shhhh about that! There is always a way to say what we want... just gotta be clever about it.

So when you see phrases such as on our: "Kienberg Swiss Army Air Mission!' t-shirt, be sure to read the yellow letters carefully.

Flip Where Applicable

Wordplay is a MUST!