Well, hi there…


The best way to introduce our design company is to look at our design processes and what we like to do differently.

We don’t simply design the product and then sit back and see how the client manages to market it. We integrate ourselves into the brands we are working on, taking a long-term view on developing the brand by creating category-leading products, great marketing and an incredible customer experience. We consider the three pillars of our company to be creativity, technology and simplicity.


We believe there are two key paths forward in design. Evolution, where we look at the weaknesses of the current design and evolve those, or Revolution where we set out to question everything and take a completely new direction.

Both of these require the same high level of creativity and critical thinking to achieve great design. This is not just about product design or graphic design, these two aspects form a perfect symbiotic relationship, which both need to be as flawless as possible for the key customer group, at that moment.

The core of the product design process is to consider where that product, way of use (style) or category will be in 10 years (The problem it will solve) and work out the best way to get there first. As you dig down into this, you need to look at developing a hypothesis and then set out to prove it (or disprove it) to move the product forward.

On one hand, we believe in market research, customer feedback and focus groups to make sure we are giving the customer what they want while addressing any known weaknesses. On the other hand, the real magic is to give the customer what they didn’t know they wanted.

This can be pretty theoretical and somewhat boring stuff, and while we have often been labeled as a bit of an Avante Garde company, our focus is always on bringing a well thought out, unique product, based on great design and solid business principles to the market. We just tend to see things a little more broadly than others and that is really the result of always questioning everything in our pursuit of progress.


Our principle on simplicity is best summed up by Antoine de Saint-Exupery, the French Aviator/Author who said, “It seems that perfection is attained not when there is nothing more to add, but when there is nothing more to remove.”


In essence, we are a technology company. Technology is essentially the catalyst for progress, even if you are designing a T- Shirt. There are new blends of materials every year, more environmentally friendly processes and even new ways of getting the artwork onto the fabric that change the way you design. Of course, when you take this concept to more complex or technical products the role of technology becomes increasingly clearer.

This philosophy also stems from the way technology companies have to rethink everything. From the absolute design fundamental, to the manufacture process and supply chain, constantly evolving or running the risk of falling behind.


The final piece for me is our people. The product that we are the most passionate about is the development of the organization, and is doing so, building a launch-pad for people to do great things. Ultimately, a brand is simply the sum of all of the people involved, and this is central to how we move forward.



Clinton Filen (Director)