Unlike many other labels out there, this one wasn't started by businessmen or fashion experts, but by two brothers - Laurent and Arik Bitton - both come from the music industry and yes, they had a rock band as well. Back in 2002, despite a lack of design experience, they decided to channel their love of rock music into a different medium: fashion. Inspired by the assertive and cool women in their circle of friends who had an original sense of style, they created a clothing line that had a distinct vintage feel (mainly 70s and 80s) and at the same time mirrored big city chic, focusing on a style that would feel at home in Paris, Tokyo or New York.
In 2005 they opened the first boutique in Paris' St. Germain and a year later, added accessories to the range. These days the collection can be found in over 16 countries and the looks, while still vintage-inspired and very rock-chic, now also include an assortment of patterned items and light airy pieces.