Philosophy

Our guiding principles

We cannot be tamed

We believe that freedom and adventure do not have an age limit. Authenticity, independence and strength are part of our DNA.

We allow ourselves to be inspired

We draw on our extraordinary past to generate ideas for the future. We don’t copy, we create. We are the benchmark.

The search stops here

We know our customers are passionate about denim and finding the perfect pair of jeans. We want to be the end of the road on our customers’ journey to find the ultimate denim wear.

We know style

Our style transcends current fads and sets its own clear standards.
We define our own rules and adhere to them in everything we do.

We are uncompromising

We are artists and denim is our canvas. We remain true to ourselves and firmly say NO to anything that does not fit our brand.

We are honest

We know who we are and where we want to go. We march to the beat of our own drum and communicate openly and honestly.