A small note on what fashion means to me and this brand

(A Founders Note)

I have always felt that fashion speaks before language does.

Before we are able to articulate ourselves the body already understands. As Maurice Merleau-Ponty suggested, the body isn’t something we carry, it is the way we experience the world around us. Clothing becomes an integral part of that experience, an extension of our senses rather than just decoration.

What we wear is a subtle form of communication. A quiet language formed by instinct, memory and stories. And at times it conveys what words cannot.

In many cultures, clothing was never separate from meaning. Garments carried status, belief, geography and labour. What someone wore could reveal where they came from, their social roles and what moment of life they were passing through. Made slowly and worn carefully clothing, was not just something to be seen but something to be read. An archive of lived experience holding meaning long after words fade.

Today, fashion is often swept away by trends and performance. Images move faster than feeling. We collect references constantly, Pinterest boards, saved looks, borrowed identities (I do this too). But somewhere in the constant recreating in what already exists, we risk losing touch with what is essential, not the clothes themselves but the self beneath them.

When fashion becomes about being seen rather than being felt, it drifts away from its purpose. Style turns into imitation and identity becomes something assembled rather than discovered. And yet, what we are really searching for is not an aesthetic but recognition, an understanding of who we are and how we want to move through the world. If you have ever met someone who radiates beauty, it is often because of how comfortable they are in themselves. Ralph Waldo Emerson suggested that beauty has less to do with mere physical appearance and more to do with self trust and inner harmony, a presence that is felt rather than announced. Linking back to fashion, that ease is quietly expressed through the way they dress. I’m not suggesting an obsession with clothing or the need for some sort of extravagant style, you could wear a simple black top and trousers if it truly feels like you it will look right. Fashion is not complicated either, it’s about being in touch with who you are and the life you’re navigating.

This is why intention matters. Slowness is not a rejection of beauty or inspiration, it’s a return to discernment. Time creates space to listen to your body, your instincts and your history. A garment made with awareness carries presence, it doesn’t ask to perform but to belong.

I know many people don’t see fashion in such a multilayered way, it is soften dismissed as superficial. But silence doesn’t equal emptiness, even without words meaning is still formed. Fashion works quietly to help shape how we relate to ourselves and how we are read by others.

This brand is my way of listening more closely, of creating pieces that feel grounded, expressive and honest. To me, fashion is not about keeping up or standing out, but about telling stories, aligning with yourself and what truly matters.