Core values
- Founder-led, consumer-centric and purpose-driven brand
- Designing with intention, while always keeping longevity and durability in mind
- Producing locally and regionally, in order to reduce mileage
- Offering transparency across the entire production process
- Being fully committed towards quality, integrity, sustainability, ethical sourcing, responsible manufacturing practices and waste management
- Focusing on delivering a top-quality experience, across all consumer touchpoints
- Maintaining a reduced and refined offer, in order to avoid excess production
- Eschewing fleeting trends and delivering durable, timeless, and season-less garments
- Striving towards creating culture, and fostering real community, based on authentic alignment and genuine support
- Working with likeminded environmentally-conscious suppliers and manufacturers
- Having a unique identity - deeply rooted in visual culture, but also driven by strong narratives - that can forge a path towards innovation in the less crowded spaces of the market
- Resisting the temptation to blend in, and comfortably going against the current
- Having a continuous commitment towards challenging conventions, redefining market expectations and capturing the consumer’s imagination
