who?
created by duncan McKenzie and Dheeraj Khanna
Just 2 industry professional who decided to start an apparel brand in their own vision. Simple, everyday casual wear with elements of upscaled designs. Using fine knit fabrications to create a new identity in ready to wear.
what?
A casual wear apparel brand with the simple, almost crazy idea that everyday basics don’t have to be…
…basic
Simple ≠ boring
why?
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Mass market apparel feels like design by spreadsheets and trend reports. Most brands have zero personality or identity anymore.
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Remember pre fast fashion days when mass market brands tried to have a unique viewpoint through design? How many brands need to create their own version of a plain sweatshirt?
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and only focus on shareholder returns. Rampant complaints of cheapening fabrics and construction quality by once lauded brands is driving customers away.
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