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?

  • Mass market apparel feels like design by spreadsheets and trend reports. Most brands have zero personality or identity anymore.

  • 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?

  • and only focus on shareholder returns. Rampant complaints of cheapening fabrics and construction quality by once lauded brands is driving customers away.

  • Item description