We are a group of ex-advertisers who had had it 5 years ago with the short-term focus of the "big" brands for which we (had to) work. We felt a collective urge to finally add something that matters. That's how we ended up in fashion ;-) We noticed that there is a lot to improve in fashion. So why not invent and bring to life our own clothing brand that really matters? By building a brand that is 100% OK.

No sooner said than done.