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The brand is established by Xenia Telunts, who is a graduate from London College of Fashion. She strives to use minimal resources and the simplest of means sustainability practises including techniques of zero-waste pattern cutting, natural dyeing, up-cycling textiles and the use of organic fabric to achieve long-lasting and high-quality results for her clothing. She designs her clothing as unisex and unisize as she does not believe the designer should be dictating who should wear her garments.