It makes no sense to churn through styles and chase trends if you are not offering real choice in sizes - because clothes that don't fit never look good
Clothes should wear in, not out
... like all the best things. There are no shortcuts: it takes quality ingredients and proper craftsmanship to make this happen
Always Be Testing
The fashion cycle is a 20th century relic. Instead of dropping huge collections, twice a year, we release and test new products and variations every single month.
Less is more
We're firmly in the 'do one thing well' camp - so we take on one category at a time, and we edit ruthlessly. Only products that are truly loved stay on the list.