AI at 44HOURS

We use AI as a tool. Not as a shortcut for the work behind our pieces. This page explains where it shows up.

Imagery
Some images on this site, in our emails and on our social channels are created or edited with AI. This can include the model, the setting or the styling around a garment.

The garment is shown as it is. Cut, colour and fabric should match the piece that arrives at your door. If something looks different in real life, tell us.

Text
AI sometimes helps us draft product descriptions and other copy. Every text is read, edited and approved by our team before it goes live.

Questions
Want to know how a specific image was made? Ask us through our contact page. We'll give you a straight answer.

Last updated: October 2026