Trendsetting-oriented, leading, cutting-edge, super-simple and breathing. Art and magic through accessibility and comprehensiveness. Stylish but casual, but stylish and smartly provocative. NOT vulgarly sophisticated or pretentiously glitchy. Technically neat in details and finishes, comfortable, practical. Making you feel good closely and NOT remotely and isolating. Eclectic, open and inclusive. Credible: your favourite piece of clothing was born in passion, but rationalised in mind. Re-inventing outsiders with their own perception of aesthetics in the right time and place.