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Founded in 1992 by Alexandre Guarneri as one of the very first hip-hop clothing labels, today the French brand has evolved past its humble streetwear beginnings and now offers unpretentious clothing for the modern man. With two core values - freedom of expression, and freedom of movement - these are clothes to live and be comfortable in. Basic essentials form the mainstay of each collection, but each boasts a uniquely cool edge, from a tongue-in-cheek slogan, to the thin bow belt of a pair of chinos.