Launched in 2014 to combat the overwhelming negative impact of the fashion industry by prolonging the lifespan of garments and footwear. 

Our founder, Caner scaled the brand from zero-to-global and it’s become the go-to fashion care brand working with most major fashion retailers and brands, including ASOS, Selfridges, Nordstrom and Burberry.


No.1 Amazon best-seller 2016

Top 100 Startups 2015 & 2016

Top 5 London Startups

Dragons Den Success

Top 15 IKEA Bootcamp Startups 2019

An estimated 500,000 pairs of shoes saved from landfill