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Keld Mikkelsen began working in the textile industry in the late teens, where a job in Asia as production manager and head of design for various companies made ​​him well acquainted with the fashion industry. He decided to create his own company at the age of 39 when his desire was to get away from a company focused on sales. The idea, as reflected in the brand name, was to create glamor of everyday life.

The brand's bohemian yet modern style with fine stitching, materials and details captured an audience who were eager to buy clothes with a story to tell.