Founded in 2016 by Alexia Elkaim, the brand was created out of a personal need for a novel pair of jeans with the perfect fit for her curvy body - something that seemed to be missing in the market. The journey began with a single pair of pants - primarily focusing on embellishing jeans with a single detail; the grommet. This signature piece quickly gained traction and turned into a line of matching sets and introduced different fabrics into the mix.