The founder’s journey began in e-commerce, managing a tire business. Over time, they became deeply concerned about the environmental toll of their industry. Seeking to make amends, they channeled their entrepreneurial spirit into sustainable fashion. Inspired by the power of technology to drive change, they founded the brand to address overconsumption and environmental degradation with innovative, planet-friendly clothing solutions.

At its core, the brand embraces sustainability through eco-friendly materials and technology-driven processes. Recycled fibers minimize waste, while vegan inks reduce water consumption during printing. By focusing on durability and high-quality production, the brand fights against the disposable nature of fast fashion. Every piece reflects a commitment to environmental stewardship, fostering a culture of mindful consumption and sustainable style.