About Us

We are an upcycled denim brand creating one-of-one pieces, each handcrafted with care and intention. What started as a love for denim and deconstruction has grown into a passion for transforming forgotten materials into bold, wearable statements.

This is denim with a second life and a louder voice. Designed for those who don’t blend in, who wear confidence without apology, and who see clothing as an identity, not a trend.

The brand is led by Dana Youssef, a designer with a background in fashion and textile technologies and a Master’s degree in shoe design. Each piece reflects a deep appreciation for craftsmanship, construction, and sustainable creation.