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THE LABEL WAS FOUNDED BY DESIGNER HENRY LEVY IN 2012. TAKING INFLUENCE BY THE LOUCHE ATTITUDE OF 1970´S PUNK MUSICIANS WITH THE DECONSTRUCTIONIST SENIBILITIES OF JAPANSE AVANTGARDE DESIGNERS. RELYING HEAVILY ON CONCEPTS OF DECONSTRUCTION AND DYI, THE BRANDGIVES OFF A REBELIOUS YET EXCLUSIVE ATTITUDE THAT TAKES A STAND AGAINST THE RIGIDNESS OF FASHION. THE DESIGNER HIMSELF DESCRIBES IT AS ´ELITIST, NIHILISTIC COUTURE`SPECIALIZING IN LUXE STREETWEAR BASICS.