ABOUT US

Founded by Arzu with over two decades of experience, our story began with a deep respect for craftsmanship and a passion for thoughtful, meaningful design. After earning a BA (Hons) in Fashion & Knitwear in 2004, further studies in illustration at Central Saint Martins and London College of Fashion shaped a distinctive and artful approach to womenswear.

Following roles and placements with leading fashion houses in London, our founder was twice recognised as one of London’s Most Successful Businesswomen of the Year. She went on to produce 18 collections and showcase her work at London Fashion Week, building a reputation for refined, intelligent design.

Motherhood brought a shift — a renewed focus on values and a commitment to conscious creation. Today, we design through the lens of sustainable fashion and slow production, creating fewer, better pieces using organic yarns and natural materials wherever possible.

At the heart of the brand is a purpose: to honour craftsmanship, reduce waste, and empower women. We collaborate with skilled female knitters and weavers — often mothers themselves — who are unable to work in conventional roles but possess exceptional talent. By offering flexible, meaningful work, we support them while preserving time-honoured techniques.

Every piece we create reflects our core values: ethical production, quiet luxury, and sustainability. This is conscious fashion designed to endure — beautifully made, deeply considered, and always with purpose.