Behind the adventure
Treks and threads
It was in Stockholm, where we both lived, that I crossed paths with Erwan in early 2007. I still remember my first visit to his place in Medborgarplatsen: guitars hanging on the walls, an impressive collection of CDs, and, prominently displayed on the coffee table, the DVD of Dig – that cult but little-known documentary about The Dandy Warhols and The Brian Jonestown Massacre. I thought we would get along well.
Still running
Since 2008
Our adventure began in late 2008 with a website that would some years later become THE NINES, our first men's clothing brand. Since then, we've been navigating the fashion universe, exploring its avenues and back alleys. We've experienced many beautiful stories, but unfortunately we've realized that behind the environmental rhetoric of many brands lies a reality where ecology is often just a promotional tool. We regularly criticize ultra-fast-fashion and its thousands of clothes wasted daily, but we tend to forget that apart from a few rare brands that are truly virtuous and concerned about their social and environmental impact, the vast majority see these causes as merely accessory issues.
Egypt, July 2007.
NO PLASTIC
The radical response
After witnessing the alarming accumulation of plastic waste on our favorite beaches, we decided to take concrete action. We envisioned a radically different clothing brand, completely banning plastic from its design. A company where environmental standards guide every decision, while reflecting the passions Erwan and I hold dear: travel, photography, and music stand out especially among our shared interests. A shared adventure that continues to this day, even though I still doubt he ever watched that famous Dig DVD.
Terrasini beach, Sicilia, late April 2025.