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March 04, 2013


Fit comes first

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.

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