Born out of the experience of in-betweenness, the brand is its own fluent language. The brand DNA is captured in its design, communication, and business practices. The AW23 collection explores different worlds, sources of inspiration and expressions where nothing is ever impossible.

For the AW23 collection, the Eritrean-Swedish designer and Creative Director Selam Fessahaye’s inspiration started with Cinderella. But not just Cinderella, also the mice. It’s about being kings and queens in our own spaces, wherever you are from.

“We moved the original idea towards the concept of complexity. In the fashion industry we are encouraged to dumb it down. I am often being asked to simplify in order for people to understand. But I believe that people can relate to complex elements and different worlds. We are not as plain and simple as the strategic set-ups encouraged by the system. Complexity is not negative. If you feel in between – not completely as one – you may feel like you are part of something. But all your parts actually make you double, triple or quadruple. That’s the superpower of it all.”

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