- Occupies mid-priced space between high-street and high-end which was previously empty within the market.
- Key channels: Wholesale and E-comm.
- Utilised Social Media and marketing to grow the brand
- 'Changing the resortwear market as we know it' VOGUE
- Worn by the worlds top bloggers and celebrities
- 2017: Launching Sunglasses, bags & children's collection in partnership with charity mothers2mothers