Launched Spring 2011 by Nicole Tondre, owner of NoLiTa's Court boutique, who saw firsthand what was lacking in denim market. Degree in fashion design, with background in technical design and a resume including Nautica and Calvin Klein.

Saw a void in market for affordable designer denim with an emphasis on clean, classic, natural waist styles without tricks or excess branding. Offers a designer jean with attention to fit and sophistication at half the standard price.