Brand Story

In a highly competitive and saturated market, we wanted to do things differently. Today fast-fashion is a huge industry, but it’s also having a huge impact on our planet. Fashion has become a throw-away culture, with many of us spending huge amounts on clothing we only wear a handful of times. In addition, we find we simply don’t have time for pieces that need to be ironed or dry cleaned, and crumple with just a few hours of wear.

All of this results in a wardrobe full of items that we don’t use. Ever looked into your closet at hundreds of pieces and felt like you had nothing to wear? The more we have, the more complicated getting dressed becomes, and we end up feeling overwhelmed, stressed and frustrated that the simple task of getting dressed and feeling great is so difficult.
We want to help you move past this, allowing you to enjoy fashion again and to feel confident in what you wear everyday, with stylish and versatile mix and match pieces in crease-resistant fabrics that look and feel great.

When our wardrobe is made up of simple and beautiful pieces, getting dressed for the day is a joy. Basic pieces can be fabulous - all of our designs come in sets, so you can mix and match, dress up or down and style your way, to suit your day.

Our styles are simple, yet carefully designed to work with your lifestyle. We know that one of the main struggles many of us face today is feeling like there aren’t enough hours in the day. Our pieces help you optimise your time - made from crumple-free fabrics, our designs are easy to care for and ready to wear.

Made from high quality materials and cut to flatter your shape, with our pieces you can bring a little bit of luxury to your life everyday. Afterall, don’t we all deserve that?
Ready to discover your simplified, stylish wardrobe? Shop our collection now…