Be passionate about what you create. Because that’s where you will find great things happen for you, to you and because of you. We did our market research before we started to produce our shirts. We travelled throughout the world (Milan, Tokyo, New York, London, Paris, Shanghai, Moscow, Copenhagen, Barcelona, Rome, Berlin, Seoul, Los Angeles) to understand the fashion industry. As we based in Oxford Street London that gives us an opportunity to see several well-dressed men throughout the city. Being a firsthand observer, we decided to courageously try something new: designing men diamond/pearl, formal and printing shirts to give a perfect look to every man. That’s why we call it an art not a shirt.