We were wanting an informal, fresh and engaging look. We were wanting to satisfy the longings of many: to be transgressive, original and full of personality. We were wanting a brand that was both strong but new, young and solid.
The result was the creation FiftyFour.
The connecting thread is always jeans: a philosophy of style, a way of being, a lifelong friend just like the FiftyFour collection where character is carefully sewn into every garment.