About the Founder

My name is Julia Lê, I was born and raised in Melbourne to Vietnamese refugee parents. When establishing this label, I wanted to incorporate as much of my heritage as possible, therefore coming up with the brand name was the first step in doing so.

I start this label as it was a pain point for me when shopping for luxury streetwear and sportswear clothing. There was nothing that represented my heritage as well as being produce under the slow fashion business model. I wanted to design and start a label that is based around that but elevated through materials, craftsmanship as well as subtle designs and details.