The brand was founded by designer Olga Vasyukova. Olga works in several fields: design, illustration, production, and photo shoots. The designer has a diploma from the Fashion Design department at Polimoda and her first showcases in Florence. She works on the concept behind each collection by focusing on a mix of forgotten, old school aesthetics and a single theme in modern art.

Olga works with leather, denim, nylon, cotton and various other fabric combinations, including fabric from ready-made clothes. She is not afraid of taking bold steps in her work: she paints, burns, buries fabrics in the ground. In the collection there are trench coats and leather jackets resembling Tetra pack milk packs, which have become the brand’s trademark.