We want to build a youth brand that actually stands for something. Not in a loud, empty way - more like a quiet signal to people who get it. We are starting unisex, for both girls and boys, and we will let it grow from there.

A lot of teenagers around us are pushed into the same handful of mainstream brands. The message is usually Western by default. It is not that those brands are “bad” - it is just that they often do not match our culture, our values, or even our daily reality. So many teens end up wearing an identity that is not really theirs, simply because there are not many alternatives.

We keep coming back to the same idea: you can be young and independent-minded, you can be progressive, you can even be rebellious - and still stay rooted. You can challenge things without cutting yourself off from your heritage. You can enjoy your culture, protect it, and still feel modern.

That is what we are trying to make.

Something you can wear that feels like you - not like a compromise.