Launched in 2000 By Yul Ku, purely as a denim brand, until 2008 when they expanded to include complete collections embodying the brand’s key aesthetics: chic, sophisticated and classic. The brand is committed to making a difference and remains socially responsible, by way of their Ozone Technology and use of eco-conscious fibers, including a partnership with an NGO (water). Globally popular with fashion influencers for flawless cuts and classic yet current styles.