Saif Bakir and Emma Hedlund launched their eponymous award winning label in 2012. The duo gained widespread international recognition being appointed Head of Design at Kanye West’s Paris design studio. Spearheading the brand solidified their idea to launch their own label which for a near decade has delivered timeless collections with an artistic and playful spirit that continuously evolve to seek new expressions.
The designers’ considered approach to fashion is the coming together of contrasts and unexpected pairings, a result of the duo’s diverse heritage and design disciplines. Starting from their commitment to high quality fabrications and their signature silhouettes, their collections merge the textured with softness, the anecdotal with experimental, and seek to traverse the boundaries between masculine and feminine sensibilities.