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Our story began in London, in 2013, when the High Street was still the primary shopping destination, and before, Ipads, tablets, and smartphones made online shopping mainstream.

With clothes from a select number of retailers accounting for a large portion of women's wardrobes, our founder Penny became increasingly frustrated at the lack of choice. The lack of options for affordable, contemporary, and interesting women's classics; those wardrobe staples that can be mixed and matched with anything across all seasons. Clothes that provide a blank canvas against which you can add layers, colour, accessories, whatever - depending on how you feel and where you are going. 

When Penny went to a networking event and bumped into two other women wearing the same top as her, it was the final straw. She set out on her mission to create contemporary womenswear for women that disrupted the norm. To re-think day to nightwear, reimagine the classics and reinvent womenswear. To design core pieces that were affordable, meticulously crafted to last, and with a touch of rebellion to add personality. She took her inspiration from the women of London - the modern, the confident, the pragmatist and the professional, the adventurer, the player, the creative, the individual.