In 2009 Per Ljung, a long-established buyer and product developer in the fashion industry decided to use his knowledge and experience by setting up shop. Focusing on menswear brands with a smart and relaxed elegance proclaiming craftsmanship and design. Quickly the small space in the countryside, where he first opened became an impeding factor and the store moved to the heart of Malmö. The expansion also meant more people were needed and in 2018 Frederik Krantz joined the business. Recognized as one of the fashion destinations in the south of Sweden to find sought-after brands in knitwear, shirts, trousers, footwear and outerwear, the business continues to grow and today it is found on the popular shopping street, Baltzargatan 41.