why
a frog.

In medieval times, before the scientific method, people explained the world with what they could see. They believed frogs were born from mud mixed with rainwater, because every time it rained, frogs suddenly appeared in the fields. It looked like proof. It wasn't.

Dan Polaris, who started Frog Theory, uses the name for a habit we still have today: believing things that look obvious at first glance and fall apart under a closer look. In his words, frog theory is “the illusion of truth born from shallow observation”. His answer fits on a T-shirt: question everything.

What we make

We turn critical thinking into wearable art. Risograph-style T-shirts and posters, one frog, always the same one, across four series. The jokes go after habits and ideas, never people, so you won't find real names, faces or brands on them.

• AwarenessThe things we accept out of habit.
• Same PondEquality. No frog matters more than any other.
• JumpFreedom and the nerve to change.
• Lily PadLove and care.

Who's behind it

Frog Theory is part of Made by Polaris, a small, independent US business run by Dan Polaris.