Understanding Luxury

Luxury is often discussed in terms—heritage, exclusivity, refinement. Yet in clothing, luxury is tangible. It can be measured, handled, worn, and tested over time. It begins with fabric quality combined with craftsmanship. Our physiology is that fabric is never a starting assumption but more of an intentional decision, shaped by the feel and cut it creates on the body. Weight, texture, and composition are not aesthetic afterthoughts; they are the foundation of everything that follows, our starting baseline is to match the desired flow and shape with the weight, as well as functionality of the garment for the end user. Many fabrics have better functional abilities for specific products, however testing and utilising different materials is not found upon as we aim to bring products to market with our own touch. 

Fabric

In luxury, material quality is not about excess, It's about precision. From our Design and Sampling stages we are learning that the right fabric does not demand attention—it earns trust through consistency, comfort, and feel. Cotton, when selected and treated correctly, remains one of the most refined materials available. It breathes, adapts, and softens with wear while retaining structure. But not all cotton is equal, and not all weights serve the same purpose. This is where our intention is conveyed.

Weight

Fabric weight is one of the most overlooked indicators of quality. For our t-shirts, we work within all ranges of GSM, with a strong focus on the Heavier weights. This offers structure without rigidity. It allows the garment to hold its shape through repeated wear while remaining breathable and comfortable against the skin. The result is a t-shirt that feels substantial, not heavy—refined. For hoodies and sweatshirts, we elevate that standard further, using fabrics that are 420GSM. At this weight, the garment gains presence. It insulates without bulk, drapes cleanly, and maintains form over time. These pieces are designed to be all year round. Weight, when chosen correctly, becomes a quiet marker of quality.

Texture

Texture is how luxury is first experienced. Before a garment is worn, it is felt. A soft heavyweight surface finish signals care in sourcing and processing. It reflects the balance between softness and resilience to comfort and structure. Over time, high-quality cotton develops character rather than degradation. It improves with wear, rather than showing it.

Garment Washing 

The finishing of the garment is as critical as the fabric used. Garment washing is not a corrective step—it is a design decision that shapes how a piece feels and flows. The washing process influences shrinkage control, surface texture, and long-term stability. When executed with intent, it ensures that a garment behaves predictably from first wear onward. It allows the fabric to settle, reducing unnecessary tension while preserving weight and integrity. The result is a garment that feels lived-in, not worn out—substantial, yet comfortable.

In luxury, these decisions often go unnoticed by the wearer—and that is precisely the point. When washing is treated as part of the design process, comfort feels natural, fit feels intentional, and quality becomes the standard rather than a luxury.

Values

Luxury is not defined by how much is added, but by how every design decision is made with the upmost care and intention. Fabric, weight, wash and texture are not variables that we will experiment with casually, they are standards that will be upheld throughout all process and developments of the brand, to bring you the best product should you wish to purchase.

As we wrap up this year, we want to say thank you for supporting us. We wish you a Merry Christmas and a Happy New Year. We will see you all next year with new inputs and products across the brand.

Thank You