Frans Boone started in menswear retail in 1985 at fifteen years old, working his way up to dressing the store's key accounts before eventually taking over the business himself and refusing to run it the way his competitors did. The store, based in Knokke-Heist, Belgium, built its reputation on personal service and a tightly curated edit of heritage names (Alden, Edward Green and The Real McCoy's among them). What started as a small physical shop later expanded into an online store that's kept the same client-first approach.