Since 2020 we've gone where we're not meant to. No two ways about it.

Born from the paths of creator, Callum McGinley and designer, Rockwell Princely.

We combine technical precision with real life experiences from the streets of London, to craft footwear that pushes fashion beyond the convention.

There's a way to do things in this business.

We said no.

The Start of Good Things

The Start of Good Things

Release of the year: M1 Exuberance - Design focus: ‘Complex Simplicity’.

Our first ever NTW release. Two creators merging their brains to construct a technically complex, community driven product. 2020 represents the start of our journey and the launch of 2 colourways now cemented in sneaker history.

  • EXUBERANCE sells out in 63s.
  • MOONLESS sells out in 186s. 
  • P MONEY Carwash Campaign.

Releases: M1 EXUBERANCE / M1 MOONLESS