About Us

During the recession that struck the world in 2008 and 2009, four entrepreneurs realized that there was an opportunity in the darkness that followed the recession. The opportunity to ‘dress up and the hell with the world’. We surprised our friends by wearing trendy outfits that outdid the ‘fashionists and fashionistas’ of the world, at all times spending a fraction of what our peers did for lower graded outfits.

The recession brought about a chain reaction in the manufacturing community: Bankruptcy of their agents, and payment defaults, which deeply scarred the manufacturing industry and forced the manufacturers to look ‘outside the box’ or close down. No deal was a small deal anymore, as long as it brought in cash and kept the business afloat.

Around the same time, small time consumers like you and me were losing jobs, working on reduced pay-scales or simply saving up, because who in his right mind does not want to save up for the rainy day? And so we scrapped and saved on everything that we could. The partying reduced, the beers cans went back to the refrigerator only half consumed for another day, and of course, the eating out suffered as well. Life was fast losing it’s charm.

And yet, the only thing we could not compromise on is the set of outfits we wear every day. And why was that? To keep our job, dummy, and to make sure we were noticed in the ‘grey and dumb crowd’ who were more than likely to be the next ones to be booted out. The mantra for staying on top of the game during the worst recessions that hit the world has always been the same: Carry on till the end, and the end must be brighter than the darkness that engulfs the little hearts of humanity.

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