Utterly Insane. Patrick Bateman and the Philosophy of the Mask.

Before he does anything else, Patrick Bateman does his face. In the film's opening minutes he talks us through his morning: the crunches, the cleansers lined up on the bathroom shelf, and a gel mask he peels off like a second skin. It is the most careful routine in the movie, and the mask is the part everyone remembers.

American Psycho came out in 2000. Mary Harron directed it, from Bret Easton Ellis's 1991 novel, and set it in the Manhattan of the late 1980s: marble lobbies, reservations at the right restaurant, men in identical suits who keep confusing each other for someone else. Bateman works in mergers and acquisitions, and his main worry is whether his business card is thick enough.

The card scene is the funniest and the most frightening one. Four men in a boardroom lay down their cards, one after the other, and Bateman starts to sweat over an off-white stock, the lettering, the watermark. Nothing violent happens. A rival has a slightly better card, and that is the whole crisis.

Under all of it sits the line the film is really about. Bateman admits there is an idea of a Patrick Bateman, an abstraction, but no real him: only an entity, something illusory. The grooming, the cards and the reservations are the surface. When he tells people what he is, they do not hear it, because the surface is so good.

That is the philosophy of the mask. A mask does not hide a face. It makes the room stop asking whether there is one. The better the routine, the less anyone looks underneath, and the louder he has to say it: "Did you know I'm utterly insane?"

Our hoodie is built around that sentence. On the front, stitched in black on heather grey, the title in a script like an engraved card sits on one side of the chest and the quote sits on the other, in plain type, like small print. Embroidery on purpose: thick thread, the same careful finish as a good business card.

Turn it around and the surface breaks. The back carries one big screen print: a man screaming, the eyes scribbled out. It is the face that the rest of the hoodie keeps tidy and the film keeps hidden, and it faces everyone who walks behind you.

It is a boxy, cropped zip hoodie in 100% cotton, designed in Antwerp. It lands on Thursday 29 October at 18:00 Brussels time, 13:00 in New York, just in time for Halloween. If you are going to wear a costume that night, you could just wear the routine.