Inspired by the modern youth culture, our designs are a fusion of contemporary luxury and streetwear.

The ones of the likes of the brand are creatives of all kinds, with some names including Will.I.Am, Apl.De.Ap. (Black Eyed Peas), Rachel Goswell (Slowdive), Andro Earth (JUNGLE), Seye Adelekan (Gorillaz), Paul Weller, SHURA, Gabriel Winterfield (Jagwarma), Justine Skye, Mo Jamil, Shaun Ross, Camille Walala, Jonathan Daniel Pryce, Rebecca Hall, Sam Sparro. We draw our main inspiration from the beauty seen in all things and believe authenticity is the key part of our brands culture.

All our hats are handmade by Sju herself in her studio in Prague, Czech Republic.