The Story of Our Shirts
Every collection has a beginning. This is ours.
One Question Changed Everything
It started with a simple question.
Looking at traditional Swiss clothing, Hanna asked why something so rich in heritage was not part of everyday life anymore.
The question stayed with us.
What if Swiss heritage could be worn naturally, not as costume, not only for celebrations, but as something made for today?
That question became the beginning of everything that followed.
Where Do You Begin?
It is one thing to say, "Let's create our own Swiss-rooted shirts."
It is another to know where to begin.
We visited museums and mountain villages. We studied traditional clothing, alpine flowers and shirt construction. We talked to manufacturers, compared fabrics and embroidery techniques, filled notebooks with ideas and often came home with more questions than answers.
We didn't have a collection yet.
We were simply learning.
Looking back, those months may have been the most important of the entire journey.
Before we had produced our first shirt, we realised we were creating something bigger.
We were creating a language.
Every Detail Matters
Ideas are exciting.
Turning them into a shirt is where the real work begins.
The first flower drawings came surprisingly easily. The real challenge was everything that followed.
Finding the right proportions. Choosing the right collar and cuffs. Adjusting measurements.
Softening a colour by just the right amount. Placing every embroidery exactly where it belonged.
Every prototype answered one question and raised another.
Some decisions took minutes. Others took weeks.
Many looked almost identical. To us, they were completely different.
Little by little, hundreds of small decisions became one shirt.
When everything finally felt natural, we knew we were getting close.
Building Together
Finding the right people mattered just as much as finding the right design.
Bringing it to life meant finding people who cared about the details as much as we did.
That search led us to Ukraine. Not simply because of its long tradition of linen and embroidery, but because it is also part of Hanna's roots.
This project could only exist because it brings together two different roots, united by the same respect for craftsmanship.
There we met Yuri and his team.
Yuri had built one of Ukraine's best-known embroidered clothing brands decades earlier. After his factory was destroyed during the war, he started again from scratch.
When we met, he wasn't looking for clients.
We weren't simply looking for a manufacturer.
We were both looking for the right project.
Samples became conversations.
Conversations became trust.
And trust became the foundation of everything that followed.
The First Customers
You never forget who believed first.
Every shirt begins with an idea.
Its story truly begins when someone chooses to wear it.
One day, Sima visited our stand.
She fell in love with the shirts immediately and bought the men's prototype for her husband.
A little later, she came back.
She didn't want to wait for the women's version to become available.
She bought that prototype for herself too.
That was the moment we realised our shirts had become part of someone else's story.
They had begun to become part of someone else's story.
That was the moment we realised our shirts no longer belonged only to us.
The Story Continues
This is only the beginning.
Our story began with a question.
The next chapter will be written by the people who wear our creations.
Thank you for being part of it.