INTEGRITY
The company is held in high regard and conducts business with transparency and simplicity. The company operations and direction are clear, understood & industry leading. The product has a clear and honest design philosophy.
MATERIALS & WORKMANSHIP
The company and its products have a strong focus on materiality. It defines the brand and creates a strong identity. It doesn’t give to fad or fashion, remaining timeless, and worthy of investment. Where possible the product embodies processes which are handmade, or have qualities thereof. The processes of manufacture are visible in the product itself, where relevant.
VERSATILITY
The company is small, focused and adaptable. Though it has a focused target market, it has the capacity to adapt to changes in dynamics. The product is not defined by a single use or market and has the ability, inherent or through customisation, to be used in multiple environments.
HERITAGE & PROVENANCE
Regardless of the age of the brand, it has a story to tell. Materials used within the product portfolio directly reflect their origin.
INDIVIDUALITY
The company is not ‘mass market’. Its products are timeless yet have a strong design identity.
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