About Us

Several years ago, we decided it was time to put an end to the mental burden of choosing clothes.

Morning after morning, in front of a wardrobe full of clothes of all shapes and colours, the dress codes of our time were bouncing around in our faces and hitting us with the repetitive violence of waves crashing against rocks.

We decided to save time by adopting a standardised style of clothing that would no longer be dictated by the dictates of fashion, but would be sober, elegant, relaxed, practical, simple, inexpensive and adaptable to all types of outfit.

The Iconic Black V-neck T-shirt was born.

Imagine saving three minutes every morning when choosing your outfit for the day; that's 1,000 minutes a year, 10,000 minutes in 10 years. 160 hours, or roughly the equivalent of a full week every 10 years.

You too can adopt a single outfit, save time, simplify your wardrobe management and finally devote your brain time to more useful things!