Do one thing well.

Our Way

The things that define you are not just the things that you do, but the things you say no to. Saying no is focus. We only make jeans. We say no to...


The History Tag

Our love for our things – our pens, shoes, cameras, our books, our music, our jeans – usually has something to do with the stories that we attach to them. Sometimes the...

Our user manual

This is what we wrote to explain to our shareholders why we were setting up the company. If you’re interested, it explains the thinking behind what we do and how we do it....

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