Fellow noble hustlers,
Our story began in 2009 when a grownup kid from London decided to start an urban clothing label out of pure enthusiasm for his ORIGINAL IDEA. This idea was based on the fact that streetwear these days lacks authenticity, fresh concepts and instead of innovating many labels are simply imitating.
Unlike others we've decided not to search the world for inspiration and instead turned the focus towards our diverse environment and therefore managed to stay truly BRITISH.
Our main goal, which would later shape our unique brand concept, was to BRIDGE THE GAP between old fashioned British values and today's young urban culture in England. Creating limited edition designs and turning conventional streetwear into what we like to call STREETGLAM.
Although INFLUENCES are too many to count, from the artistic area of Hoxton, music scene of Brixton, graffiti crews of South Bank, to the posh streets of Westminster, all of these played a crucial role in our brand identity.
Armed with powerful ideas weve turned to our friend (and world known illustrative designer) Jared Nickerson aka J3Concepts asking him to come up with a unique visual representation of our label. In the end his design perfectly captured the fine balance between traditional and street elements which is the core of our brand, giving us that unmistakable flair.