The brand has been inspired by two main elements. Street style chic and a timeless basics wardrobe. It was founded by Shira Morag and Gal Ohayon in 2019 with HQ in Herzliya. The two women who's been living the fashion industry for years felt the urge of bringingsomething of their own to the industry. The main goal of the brand is to create a comfortable chic and trendy lineYet combined with very special unordinary pieces.