The story of the brand began in an unusual place, while its founder was working as a nurse at a psychiatric hospital. What started as a simple idea to create his own merch gradually evolved into a full-fledged clothing brand and music collective.
At its core, the brand combines horror, rage culture, graffiti, and streetwear aesthetics. Each piece is part of a shared visual identity inspired by underground music, street art, and alternative culture.
The music collective became another essential part of this world, bringing together artists who share a similar creative vision and aesthetic while developing their own sound. The clothing brand and music label aren't separate projects. They complement each other, with music shaping the atmosphere and clothing bringing that energy into everyday life.
What began as a simple merch idea has grown into a creative movement where fashion, music, and street culture come together as one.