Established by Bella Freud in 1990. Her design ethos is about conveying emotion in a single statement. Through this her playful iconic slogan jumpers were born. Personal narratives run through her collections. "Ginsberg is God" is derived from her film about a group of Beatnik girls waiting to see their favourite poet in a club. It demonstrates her love of literature and art. Bella wanted these tops to be reminiscent of a band t shirt. Bella's assistant at the time made an amusing mispronunciation "Goddard is Dog" and this features on the reverse.