Pretend Store

A real shop by Fuzzco. We make objects we love for the office, home and human. Pretend Store is a product studio run by the people of Fuzzco. We collaborate with companies and artisans to make objects for the home, office and human.

Photos from Pretend Store's post 04/07/2022

Warmest regards,
Emails Hat


Nice to e-meet you. Sincerely, Emails Hat.


Completely obsessed with @jumpjirak customization of our Spreadsheets hat.

Photos from Pretend Store's post 02/16/2022

The soft, supple denim of the Unsubscribe Hat is so good. Be sure to grab one of these limited edition hats before they are all gone.


Unsubscribe, hat

Photos from Pretend Store's post 02/01/2022

The Valentine’s Special!
Save 25% on this little collection of goodies for your sweetly (or heck for yourself). Available for the next few weeks.

Photos from Pretend Store's post 01/21/2022

A navy blue beanie with the word Mother on it.

Photos from Pretend Store's post 01/19/2022

A sandy brown beanie with the word Earth on it.


Beanies at the beach. Sound on for emotions.


The Business Hat 🖤 Only 3 left!


It’s Piñon incense time

Photos from Pretend Store's post 12/07/2021

🌿 FLORA Croc Charms 🌷


The Vaccinated Hat. Get it when you get it.


In love with a designer? Oh boy then do we have a deal designed for you. Use code DESIGNERLOVE for 20% OFF in the shop and get them something nice for your day of love.


In celebration of where we’ve been and feeling nostalgic about all things past, as we make our way into the new year we’ve taken the time to build a home for some fun shoots from old times. Click into the Editorial page the next time you visit the site.


Black beans, the cupboard classic, the sturdy staple, the pantry Poseidon. The food you always have but never remember buying is now a hat. Don’t eat it when you can wear it. This one’s for you, beans.


Dressed up for the lock down.


Hi, mom!


Today is the last day to pre-order The Night Set, our collaboration with @juliettefabbri. If you’ve been waiting to purchase, now is the time to wait no longer!

Stills from the short film Dreams We Wake Up In, starring @strawbear.rie


The classic @fuzzco scrambled beanie has returned.

When your brain gets cold, really really cold, it can’t really do its job. It’s too busy shaking and making up, things get scrambled and jumbled and hey, you might even make some bad decisions. A good decision would be to just wear this beanie and trap all the good ideas inside, right by your hair where they belong.


Earth to your head.


Mother Earth
Have landed


Something is


The Night Set - a Juliette Fabbri x Pretend Store collaboration. Pre-order available now.


Pre-order ✨The Night Set and look forward to a shiny unboxing experience.


JF x PS 🌚 The Night Set is available now. ✨

We couldn’t feel more fortunate to have had the opportunity to help make something as fun and easy and cozy and pretty as these happy little night sets.

What are they? Whatever you want them to be, we like to say Pajamas, Not Pajamas. The fabric is incredible, crisp but soft - just enough to hold an easy structure. The moments borrowed from Juliette Fabbri’s beloved Nightdresses are impeccable, especially our favorite part, that tailored shoulder and the way the straps meet between your shoulder blades... has there ever been anything more flattering.

The Night Sets are made to order and will be shipping in January. Preorders are available now and until Dec 4th.


✨TOMORROW ✨ we launch

@juliettefabbri x @pretendstore capsule collection


@juliettefabbri x @pretendstore


A new something is on the way 🌚 @juliettefabbri x @pretendstore


Waiting patiently to unveil the details of our collaboration with @juliettefabbri. Inspired by her signature nightdresses and the moon comes a capsule collection for your dreams.


Get your holiday shopping done early and why not not pay for shipping while you’re at it. FREE SHIPPING with code GREATIDEA


Great Idea Mist, we just restocked.


Love this photo of @morelaaand in the Search For Life Hat 🟤 @dirtyprojectors x @pretendstore collaboration


Search For Life Hat. @dirtyprojectors x @pretendstore collaboration ⚡️now in the shop!


Announcing the new Dirty Projectors x Pretend Store collaboration! The Search For Life hat was inspired by the chorus and title song off of the @dirtyprojectors Windows EP released earlier this year.

This is a very limited edition hat so be sure to grab one!

For all of you searching for life, we wish you the best and we’ll see you out there.

Modeled by the wonderful @strawbear.rie

Videos (show all)

So cool to hear @arze and @davidlongstreth talk about the Spreadsheets Hat on Time Crisis Ep 115!
Our fonts are now available at @pretendfoundry. Don’t miss the newest release, Puget.
Keeping things fresh 🥗
Do your socks bring you joy? Try our magical peach and red Hansel from Basel socks with Occult imagery designed by Fuzzc...
Aquarius constellation tees are going quick! Snap one up before they’re gone.🌫
Free shipping on orders of $30+ through the holidays! Use code: HOLIDAYSHIP


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