BRAND ETHOS

We founded the brand out of a simple frustration: the fashion industry’s price–quality ratio has become completely disconnected. Too many brands position themselves as “luxury” while selling €300–€500 pieces made from polyester or low-quality blends.
We wanted to create a model that feels honest, thoughtful, and truly premium.
Quality First
We work exclusively with high-end deadstock fabrics from luxury mills, materials originally produced for premium fashion houses. This allows us to offer exceptional quality while keeping our impact low.
European Craftsmanship
All sampling and first productions are made in Belgium. As demand grows, we scale responsibly to trusted family-owned ateliers across Europe, never compromising on workmanship.
Fair, Transparent Pricing
Our prices reflect the true cost of creating high-quality garments:

• luxury-level fabrics
• European craftsmanship
• fair wages
• slow, intentional production
• small batches
• no wasteful overstock
We don’t inflate margins to appear “luxury.”

The prices you see on our website are genuinely the lowest we can offer while maintaining the quality we believe in.
Timeless, Not trend-driven
Every piece is designed to be worn for years, not a season. Clean lines, refined tailoring, and thoughtful details that turn essentials into investment pieces.

Business model

Discover how we carefully craft each piece with attention to detail and sustainability.
Design

Design

Concepts, sketches, and fits are created in Belgium.
Fabric sourcing

Fabric sourcing

We work exclusively with premium deadstock fabrics. These are unused, high-quality materials originally produced for luxury fashion houses (often from LVMH houses). Instead of sitting in warehouses or being destroyed, these fabrics are given a second life through thoughtful design.
Sample development

Sample development

Lena hand-crafts the first prototype.
Pattern making

Pattern making

The patterns are made together with our Belgian atelier.
Small-batch production

Small-batch production

The first production run is made locally with Belgian artisans to keep MOQ's low in order to avoid overproduction.
Scaling production

Scaling production

When demand grows, production shifts to our trusted family-owned ateliers across Europe.