A French menswear media outlet turned clothing brand, started by Benoît Wojtenka in 2007 as a blog helping men figure out how to dress (run with no advertising, sponsored posts or affiliate links, a rarity in fashion media). Geoffrey Bruyère joined a few years later to build out the business side, and the pair launched a clothing line in 2014 whose drops began selling out within hours. The company went through a court-supervised restructuring in 2024 before being taken over in 2025; Wojtenka himself left in 2026 to pursue other projects.