To put it simply, I just couldn’t find the brand out there that I was looking for…
I wanted to find a brand that was not only heavily inspired by the tattoo culture and lifestyle, but that also continually learned from and respected it. A brand that gave a damn about their quality, understood the importance of consistency and one that I could wear for any occasion or day of the week.
I was also frustrated that many of my favourite artists just didn’t make their own merchandise, so I decided it was time to bridge that gap!
I started by saving everything that I could for the next 6 months while trying to figure out how to actually start a “brand”. For the record, I still don’t know how to do it; I've always just done what I felt was right at every step.