So this is where we tell you what we really stand for. In short, we believe in the individual and so we design for the individual. We don’t create our fashion so that you can be someone else, instead we are focused on helping you bring out who you really are, that subtle edginess that is in you, waiting to come out. We help you make your own mark in the world as you. That’s what we stand for. As for our style, it is clever and yet subtle, both to the eye and to the touch, our attitude is socially daring - always asking questions of our true selves, our products simple - portraying true confidence, and sophisticated - showcasing our cut above. That’s what we bring to you.

“You know the feeling you get when that t-shirt is just YOU. It gives you that certain swagger; that confidence to showcase to the world your real self. So I wanted to bring that out in every person. Everyone should have that subtle edge that represents who they are.” Anas Bukhash.