ABOUT US

WHERE IT ALL BEGAN

When I was younger, I always wanted to wear something that truly felt like me—something meant for fast movers, street thinkers, and people who live life with intent. But more often than not, what I found in the market didn’t fully resonate with who I was or how I felt.

That desire stayed with me.

As my journey evolved, so did my vision. Coming from a family with a deep-rooted background in the clothing industry, fashion was never just business for me—it was legacy, learning, and lived experience. Watching fabrics turn into finished garments, understanding quality from the inside out, and seeing how clothing becomes a part of someone’s identity inspired me to do something meaningful of my own.

This brand is my way of continuing that legacy—while shaping it for a new generation.

I wanted to build something special. A brand that doesn’t speak at people, but speaks for them. Something niche, personal, and authentic—crafted for the street generation, the urban generation, and everyone who wants their clothing to reflect their mindset, rhythm, and soul.

Every piece we create is designed with one thought in mind:
Does this feel like it belongs to the person wearing it?

That belief is the reason behind our slogan and our hashtag —
#EssenceOfYou

Because we don’t believe fashion should define you.
We believe fashion should reflect you.

This brand is not just my story—it’s a space for your story to live, breathe, and be worn proudly.

— Karim Khan (Founder and CEO)