The first step into a new chapter.
A call to leave the predictable behind. To step outside the comfort of ordinary and
move into something darker, sharper, more alive. Giving your alter ego the chance of living.

The setting is Kop van Zuid, Rotterdam. Towers of glass and steel rise like a cold
stage: clean, corporate, indifferent. A city that embodies the ordinary and is now for its sobriety attitude, waiting to be disrupted. On the ground, the contrast appears: figures slouched against walls, smoke drifting
in the air, fabric brushing against stone.

The first AW25 drop is small but deliberate:

 Distressed longsleeves — Signature washing process to create a color
perfectly fitting for Autumn, signature washing process, hand distressed

 Black DIY Custom Vans — raw, worn look, Reeco Tailor finish to turn a long
classic sneaker into a statement of rebellion. All modifications made by hand
in our Atelier, for our classic custom treatment

 Work Jacket - Hand distressed, signature wash process, Art design screen
printed by hand for a one of one finish.

First, Escape the Ordinary is about friction. The clash between the clean skyline and the roughness of lived-in pieces. Between a city built to contain you, and the urge to walk out of line. This is not luxury polished to shine. This is luxury stripped bare: avant-garde, raw, human.
Small. Defiant. Timeless.