About us

A little bit about me

I was born in Pakistan and moved to Ireland with my family when I was four. I grew up here, and now I’m a university student studying commerce, currently wrapping up my internship year before heading into final year in September. Between lectures and work, I like to play sports and video games. Recently, I started designing clothes again, not as a business idea at first, but as a personal hobby.

I’ve always been drawn to attention to detail in whatever I'm doing.  As a kid, I’d spend hours customizing cars in games like Need For Speed and sketching designs redrawing the same lines until they were perfect. That same mindset has shaped everything about this brand.

Why I started the clothing brand

Like most people my age, I’ve owned hoodies from all the big names—Nike, Adidas, and the cult favourites like Fear of God, Represent Owners Club, Corteiz. They look good in photos, but too often the reality is different: thin fabrics, fits that don’t quite sit right, logos doing all the work while quality takes a back seat.

I wanted something different—something that would stand up next to the €150+ hoodies but be accessible, and built for people who appreciate the difference between “good enough” and right. So I made my own: heavyweight, perfectly cut, pre-shrunk cotton with no compromises. If I wouldn’t be proud to wear it a year from now, it doesn’t leave my hands.

The brand’s values

Design obsessed- Every design has meaning and purpose, size placement, etc.

Patience over rushing – No collection deadlines, no compromises for speed.

Honesty in quality – If I call it premium, it’s because you can feel it.

Timeless over trendy – Pieces you’ll still love years from now.

Comfort with presence – Effortless to wear but made to stand out.

Respect for the wearer – Designed to make you feel confident, not just dressed.

What sets us apart

Most brands work to production schedules and accept that some products in a collection will be “just okay.” I don’t do that. Every hoodie is treated like the headliner—built from heavyweight, long-staple cotton (500 GSM) that feels luxuriously dense in your hands. For context, a standard Nike hoodie is around 280 GSM—nearly half the weight. This difference isn’t just about warmth; it’s about durability, structure, and a premium drape that doesn’t fade or sag over time.

Big brands price high for the name. Represent Owners Club hoodies retail at €190, Fear of God Essentials at €100–120. Mine is designed to rival that level of quality and fit at a fraction of the cost, because you’re not paying for billboards, celebrity endorsements, or a billion-euro marketing budget—you’re paying for the garment itself.

I also keep production runs small. That means better quality control, more attention to detail, and the freedom to reject anything that doesn’t meet the standard. From reinforced seams to pre-shrinking, every choice is made to ensure this is the hoodie you’ll want to wear on repeat for years.

Who this clothing brand is for

This is for people who approach their own passions, whether it’s sport, music, design, business, gaming, or anything else, with the same level of dedication I bring to making clothes. If you care about doing things properly, if you notice the details others miss, you’ll feel right at home here.

It’s also for anyone tired of choosing between overpriced hype and cheaply made basics. You want quality you can feel, a fit that looks intentional, and a design that means something, without having to pay extra just for a logo.

So what now?

Well, I only have one product right now so take your time, and trust your instincts. If it catches your eye at first sight, that’s your sign. This isn’t just another hoodie—it’s a piece built with the same passion and care you put into the things you love. Wear it knowing it was made for people exactly like you.