I was born and raised in Spain before moving back to my mother’s native Sweden at age thirteen. My vision has always been to blend the two cultures which I hold so close to heart into a brand shaped by contrasts that reflects who we are.

Our new identity is a testament to our cultural background which lives on the border of the Mediterranean and Scandinavia, with one foot in each place.

— Henrik Berg, Founder

Our story is one about evolving. About challenging the status quo. About pursuing perfection — while understanding that we’re only as good as our last act.

The urge to always improve and our hunger to grow is something we nurture carefully. It’s the essence that enables us to constantly raise the bar and—hopefully—always deliver beyond the expected.

It’s the desire to go further.

The transition of our new identity will progress over the year. Naturally, we can't change the products we already have in stock with our previous branding. It does not align with our ethos to discount products to stress newness. Hence, there will be a transition period between the new and old identities.