To inspire and empower the creative community by providing aesthetically pleasing, minimalist, and high-quality apparel that complements their unique style and dedication to their craft.

To enhance the personal style and professional identity of creative professionals through minimalist, well-designed, high-quality apparel.

To be the world's leading brand in minimalist apparel, creating a global community of artists and designers who value simplicity, design, and quality in their clothing as much as in their work.