In an industry based on superficial acceptance, a new concept evolved. One that celebrates the boldness of originality, creativity and self image. It started with a smart ass idea: Do something offensive that would shock the boring and resonate with strong minded rebels. People began to identify with the carefree attitude of the brand and appreciate the no bullshit approach. 

Our craft as hairstylists is to create art that solidifies the most authentic version of yourself. In a few years we decided to stop following trends and instead, start them. Fuck the generic perception of beauty and fuck anything that doesn't make you happy.