A Swedish menswear retailer founded in 2010 in Borås, a Swedish textile and logistics hub, by Henning Källqvist and Gustaf Rudholm, who saw a gap for a proper online menswear store built around genuine fit rather than just selection. It launched with about 20 brands and stayed Sweden-only until going international in 2015; it now runs localized stores across Sweden, Norway, Denmark, Finland and Germany, with more than 100 employees.