I was born on June 22, 1979 in Verbier, in the middle of the Swiss Alps. Descendant of European, Asian and African roots, I spent my childhood claiming my origins, linking me to my birthplace.

Having made caps for many brands around the world for over twenty years, I have always wanted to create a strong brand that would connect the customers to their origins with a unifying, exclusive and unique design.

When I was first starting out in the US to develop my business, I woke up one morning to Bruce Springsteen's "Born in the USA". It was like an evidence, from "Born in the USA" to "Born in Switzerland", I thought about countries, states and cities.