Hyperreality is used in semiotics and postmodern philosophy to describe a hypothetical inability of consciousness to distinguish reality from fantasy, especially in technologically advanced postmodern societies.

Self Imposed Reality Check.

Our previous attempts to inject new thinking and practices into an existing, institutionalized fashion system have failed. We have come to the conclusion that our philosophy, methodologies and products are sound and it has been our desire to engage a flawed system, which has lead us astray.

We have proudly decided to disengage this broken system in an attempt to interact with our consumers directly and unfiltered.

We follow no season and no calendar, only our instincts and what we feel is appropriate and relevant.

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We choose to focus our time exclusively on our craft and the constant pursuit of meaningful innovation and art, rather than the numerous superficialities that plague mass produced and mass consumed fashion.

We strongly believe that which is "new" can no longer be held in such high regards, unless it drastically improves upon something it is replacing.



We believe fashion that is created to feed the existing industry calendar is only helping to perpetuate a archaic system which has no place in the modern, digital age.

We encourage you to support only brands that take full responsibility for the complete life cycle of the products they create. A responsible system will create no waste or surplus and encourage less consumption.




Please consider consuming higher quality products that will last beyond your lifetime. In our digital world, less is truly more.