About us

Raised in a small border town between England and Wales, our brand was born from a desire to create something that bridges culture, identity, and personal expression. Known globally as the “Town of Books” for its renowned second-hand bookshops and internationally celebrated literary festival, the town provided a unique creative backdrop that continues to influence our perspective today.

Being born in London and raised in the countryside offered a rare insight into two contrasting worlds and lifestyles. This duality has become a defining influence behind the brand, combining the energy, ambition, and cultural diversity of the city with the authenticity and individuality of rural life.

After spending nearly a decade in London and gaining experience working with some of the world’s leading brands, we developed a deeper understanding of the fashion industry and the inner workings of global retail. Those experiences laid the foundation for pursuing our own creative vision and bringing original ideas to life through design.

Our aesthetic is heavily inspired by American culture, particularly the influence of rap, hip-hop, and the social media era that shaped a generation. Growing up in a small rural town while embracing these influences often felt unconventional, but it ultimately became the driving force behind the brand’s identity.

Today, we aim to fuse the worlds that shaped us, blending contemporary streetwear influences with personal storytelling, cultural contrast, and a strong sense of individuality.

Please discover our soundtrack here.