The quality of life is in the details.

Hong Kong Based Lifestyle and premium brand founded by HK singer-songwriter Hocc in 2005, promoting affordable lifestyle hardware that comes together with inspiration and beliefs.

We believe in the simplicity of life, and our relationship with nature and the environment, therefore put our heart and effort in developing products that transpire this same ideology, using quality material and basic designs, that can be used over time.

We work with several Hong Kong/Taiwan-based design team, such as AllRightsReserved, Fundamental, Hearty Co. and Jones Factory to create our own designs, and we also have collaborations with different artists and companies, such as Butcher Lab, to perfect and diversify our products.
We are in an age of simplicity.
Be daring, be strong, be goo.