our story

When I was 19 years old, I ran a small clothing line from my uni flat and (somehow!) succeeded (to some extent…) with a following of 23K and orders flooding in… but with little business knowledge, funds or help - it got overwhelming… and I scrapped it all.

For the past 10 years, I have constantly asked myself… what if? What if I hadn’t let it fizzle out? But the truth is - it doesn’t matter that I stopped because I’m able to start again.

This is more than just a shop - it’s a love letter to childhood memories, to my son and to the parents who are just as bored of beige as I am. It’s a wink to adventure, a nod to individuality and a salute to standing out. We’re here to celebrate being young and carefree, one outfit at a time.