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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.


finest fabrics

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.

2-3x markup
  • grana markup
  • cost to produce
    • high street stores
    • logistics
    • middlemen
    • wholesalers
    • importers
  • cost to produce
  • others
6-8x markup
Honest Prices

modern essentials