we stand for one simple thing:
quality for all.
This is the ideal that informs everything that we do and everything we aspire to.
Each step of our process aims to disrupt the status quo of the apparel industry,
to bring you the best of the best, without the inflated prices – it’s who we are.
#PursueQuality
finest fabrics
From the wilds of Inner Mongolia, to the valleys of Peru – we go there. We go everywhere.
We’ve made it our mission to travel the world in search of finest fabrics and we’re relentless in our quest to bring these home to you.
honest prices
We are committed to offering the very best quality at the very best price. We’ve cut out the middlemen, kept our distribution model lean, and by selling online from our centralised warehouse in Hong Kong we’re able to keep our markup at 2-3X rather than the traditional 6-8X.
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grana markup
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cost to produce
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- high street stores
- logistics
- middlemen
- wholesalers
- importers
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cost to produce
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others
modern essentials
We want to make pieces you’ll wear again and again, that find a home in your wardrobe for a good time and a long time.
We value quality and craftsmanship, and work hard to deliver a concisely edited wardrobe of classic silhouettes and perennial favourites.
