Brand Story
With the proliferation of fast fashion and social media (self-media), people find themselves drowning in a sea of information, with thousands of options for ready-made clothes, shoes, bags, and accessories. It all became so overwhelmingly repetitive and seemingly profit-driven that it frustrated me immensely.
In my perspective, most of these products lack texture, detail, craftsmanship, soul – qualities that make people want to buy. As a result, brands resort to bombarding people’s eyes and minds on social media, pushing impulsive consumption and encouraging trend-following. I couldn’t find a brand truly dedicated to doing things well, and even well-established luxury brands seem to be bowing to market pressures. Instead of focusing on creation, they incessantly manufacture anxiety and manipulate minds.
Since I can’t find it, I’ll create it myself! Thus, we aim to be a slow brand, a brand that practices subtraction!
