We started in 2019 with one simple idea: make the basics properly. Good fabric, honest prices and fits that work for real people. Today we design tees, knitwear, shoes and bags in small batches and ship them worldwide.

Clothes on wooden hangers

Made in small batches

We produce in small runs instead of huge seasonal drops. It means less waste, and it lets us fix what customers tell us before the next batch.

Fair prices, no fake sales

Our prices are set once and stay there. When we do run a sale, it is real and it ends when we say it does.

Shop the collection

2019

Founded

40k+

Orders shipped

32

Countries

4.8

Average rating

The team

Smiling woman, dark hair

Lena Holm
Founder

Started the brand after ten years in retail buying.

Smiling young man

Jonas Berg
Head of Design

Leads every collection from first sketch to final sample.

Woman, grey background

Mira Saar
Operations

Keeps production, stock and shipping running on time.

Bearded man in black shirt

Erik Lund
Customer Support

Answers your questions about sizing, orders and returns.