Built slowly, on purpose
Our story

Built slowly, on purpose

This started as a single product - the tote bag - sold out of a spare room. We only added a second product once the first one had been in daily use, by us, for six months.

That's still roughly the rule today. Everything you see here has been tested well past the point of curiosity before it goes up for sale.

2022

The first tote

Sold entirely by word of mouth for the first six months.

2023

First full collection

Apparel and home goods joined the lineup after 18 months of testing.

2025

Still independent

No outside funding, no rush to grow faster than quality allows.