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At the end of 2008, as the world financial markets spiraled down the drain, two sydney rag traders found themselves out of work and contemplating what to do. For years Liam and Mark had worked for major global fashion lifestyle brands, Liam as a designer and Mark in operations. All the while though they had in the back of their minds that the youth fashion industry was not adapting to the modern world.
With their opinion that many brands in the fashion streetwear and surfwear industry had lost their way, they felt their was a need for low key refined garments that were not priced for high fashion. Clever affordable fashion. Introducing; Design Against Culture.