About Us

This brand was born out of passion, struggle, and a need to create something real. I’ve always loved clothes — the way the right piece can change how you feel — but back in high school, I couldn’t always afford the brands I admired. So during my sophomore year, I decided to make my own.

What started as a small idea in my bedroom became a part of who I am. Over the years — through high school, college, and everything in between — this brand has grown with me. It became a way to express what I was going through: the highs, the lows, the lessons, and the light that comes after dark times. I wanted to create something that looked and felt high-end, but was still reachable. Quality that lasts, designs that mean something, and pieces that tell a story.

The dark aesthetic of the brand isn’t about negativity — it’s about growth. It’s about going through hard times, facing your own challenges, and realizing that every shadow exists because there’s light nearby. Each design represents that balance: pain and progress, struggle and purpose, darkness and clarity.

I work with a small team of designers who help me bring my ideas to life — taking visions from my head and turning them into pieces you can actually feel. Every drop is intentional. Every detail has meaning.

This brand is for the people finding their purpose. For the ones who’ve been through things that changed them. For those who find beauty in the dark but still choose to chase the light.

Welcome to a brand built on real experiences, real emotion, and the belief that everything happens for a reason.

- Will (@will19x)