263 AM was a concept for a street wear clothing brand, its aim was to create good looking clothing designs with a splash of dark humor to them. Later the concept developed into black cloud, black cloud followed on in its predecessors foot steps however this time a lot more aggressively. Its owner had a issue with the large amount of sustainable clothing brands on the market not so much the sustainable aspect but rather the way they used this as there main selling point as a result black cloud was taken in the opposite direction designed to make light of the pollution situation in the fashion world as well as intentionally making polverising marketing and branding with the intention of being spoken about and spereading though bad publicity.