Not at all.

And yeah, the brand started in 2019, and it was actually, I think, kind of a reaction of what was on the market and what I couldn't find and what I couldn't see.

And so I said, "Okay, what can I do that is different?" And since I grew up here in the mountains, there is always this kind of essentialism about it, so it's always a research of utility wear, but still having the aesthetics of the city.

So you travel, you go to the countryside, you come back to the city, you want to be dressed well, you go to a dinner directly, you meet someone in the airport.

So you need to be kind of dressed well, but not overdressed, so it's always this in-between space, actually.

And I kind of like the idea to build this in-between space that doesn't really exist.

So it's out of time, out of place, out of, uh, you can imagine it.

[laughs]