His aim is to take the commodification out of fashion and create clothes that, like Band of Outsiders strived to do, are meant to be lived in: «I started thinking about
brands and how the greatest of
brands can actually be something meaningful, how they can create a sense of community and commonality,
entertain us and tell
stories and help us escape — and so I started thinking about this idea of utopia, building a perfect world from scratch.»