Identity is everything. As human beings, we feel the need to believe in something, to be part of something that aligns with our values and true self.

We want to be authentic, we want to be real, we want to belong to a culture where we can be ourselves and show our true colors with pride and freedom.

However…, beyond the way we walk or the way we talk, there’s something that shows our identity more than anything else: fashion.

When I was younger, I was fascinated by the dressing styles, symbolism, vector art and concepts found in Action/Sci-fi films, tech brand logos and other creative sources.

As time went on, I defined the elements of my style: it was modern, sophisticated, minimalistic and above all…, strong. There was only one problem: such style didn’t exist…yet.

In order to fit my vision, I searched tirelessly for the right clothes. From time to time, I was lucky to find an item or two that resembled what I wanted, but that was as close as I could get.

After some time settling for whatever I was able to find, I made a choice: If I couldn’t find a brand that had enough designs to fit my personality, I would create one myself!

Today…, we are proud to show our unique style through our beautiful product collections…created with minimalist design in mind, so…, if you share our vision, look no further, cause we are here to make it happen!

John Lazer, CEO.