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The way design moves us

PROCESS – We go deep into user needs, and hold pants parties to test out newprototypes on multiple women. Fieldtesters and customers give us continual feedback on durability and design improvements.

BUSINESS MODEL – Designing from the bottom up, we’ve continually changed our business model of having limited edition fabrics and timeless, signature styles to suit the inherent seasonality of artisan work. 

STORYTELLING – Our belief is that the best stories are simple ones. We scour artisan workshops, museums and history tomes to find symbols with stories and revive them through ‘essentialising’: extracting the essential motif and playing with lines, space and size to make them modern.