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Denim as manifestation of Rebellion, Denim as a symbol of Resilience.

A fashion statement that lasts a lifetime.

Break the rules and express unique style with our celebratory denim.

Denim as a rebellious fusion of traditional and modern. Inspiring us to create fashion revolution, where tradition meets contemporary, and even futuristic in sensation.

Elevates the artistry of denim through a fusion of traditional and modern techniques, celebrating the rich history and stories that denim holds. It's an ode to the bygone days, a tribute to the future.

Our collection has 3 concepts:



Adding a twist to classics breathes new life into everyday fashion!

‘Go with the Tradition" is a carefully curated selection of meaningful denim that draws inspiration from simplicity, ease, and comfort. Focusing on functional and basic details to reveal the memories of classic style. An endeavor towards design as a tool of improvement, where fabrics are made with selected materials and vigorous construction processes to increase the garment's life span.

Each item echoes details that are significant to the historical and contemporary context. The artistry in the washes within the collection is an ode to the past, a celebration of bygone days and the stories they hold. They remind us of when denim was a symbol of workers, rebellion, and individuality. Whether worn with reverence for tradition or with a modern sensibility, these outfits serve as a canvas for the histories of human expression and a tangible reminder of the threads that connect us all through time. Wide-legged silhouettes, which embrace roomier and breezier fits, are the main inspiration for jean fits. With a wider cut from the hips down to the ankle, these pants allow for unrestricted movement and a relaxed fit that exudes effortless style. To achieve this look, we employed conscious systems of raw material sourcing, dyeing, finishing, and washing while employing the principles of a circular economy.



The break-with-tradition spirit of the '60s carried into the '70s, a decade that came to symbolize a fresh, wholesome look. It's a celebration of rebellious, young, and unconventional style. It draws inspiration from bold and subversive subcultures and pushes the limits of fashion as a result. By embracing archive, vintage, and street fashion, these denim garments symbolize a bold departure from the mainstream. The collection's standout feature is its gender-neutral fits, which aim to resurrect the spirit of daring and nonconformist styles. With each stitch and patch, these garments embody the spirit of creativity and subversion to celebrate the unique and nonconformist.

Garments are elevated with a variety of novelty washes, including distinctive stonewash, acid wash, double dye, and coatings. They exude a maximalist vibe and pay homage to the iconic trends popularized, or perhaps made notorious, by Kenzo and Justin Timberlake at the 2001 American Music Awards and, more recently, by Ye and Julia in Paris.

Breaking with tradition entails disobeying the rules, taking inspiration from well-known trends, and celebrating nonconformity. These denim garments are a testament to the enduring allure of this timeless fabric and its ability to adapt to changing times and trends. However, all this is achieved using disruptive technologies and an eco-efficient Smart Care laundry system that reduces the use of water, chemicals, and energy with a strong focus on the human element to ensure workers health and safety.



Reimagining denim by blending elements from knit, dobby, and other denim fabrics to develop innovative and functional fits while still maintaining denim as its core, these designs are a blend of modernity, modularity, functionality, and utility while ensuring reimagined outfits.

The collection includes futuristic-looking garments that prioritize comfort, functionality, and performance while still maintaining a classic aesthetic. Every garment embodies a harmonious blend of contemporary style with meaningful functionality. The trucker jackets are upgraded with abundant pockets that not only serve a practical purpose but also add a touch of panache. While jeans have been elevated with elongated zippers, which can transform the appearance and practicality, every garment has a special design that makes it suitable for everyday wear, giving it a futuristic and purposeful feel.

The artistry of these garments is elevated through the fusion of time-honored and modern techniques. From laser distortion to double dyes and vintage washes, each detail is meticulously crafted. The use of innovative techniques, such as eroded surfaces, cosmos-inspired washes, and bold threading details, imbues these pieces with a futuristic and technical allure. The collection employs our Smart Care laundry processes that have led us to take a deeper look at all the steps and master all the details for a completely sustainable process with extremely low environmental and social impact. This imaginative approach to denim results in a bold and captivating aesthetic that demands attention to details in all aspects.

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