“We’re grabbing the ‘R’ word by the scruff of the neck and giving it a good kick up the backside” – so say the founders of Freshmilk Clothing, Kevin O’Leary and Cillian Moore. Their company makes fun T-shirts for children and adults, priced €8 to €28.

The two friends have been talking about their project for years but felt now was the time to launch.“We’re not here to please everyone with some middle of the road pleasantries,” says Moore. “We are looking for an edge wherever possible.” Designs include “Drunkenuncle dance school”, “Anyone but France” and luminaries such as Taoiseach Brian Cowen as a clown and Fine Gael leader Enda Kenny with a “Must Try Harder” logo, as well as RTÉ’s Ryan Tubridy (right). Freshmilkclothing.com, 021-3290465.