The brand is founded in 2015 with the aim to keep national motives and originality. 

The brand sums up authorial works which are illustrating by hand. The admiration towards Armenian traditional sketches, headgears, heroic characters, different ornaments and the respect for other nations have motivated me to use fashion as a tool to maintain and propagate national values․ The best way of propaganda is to present the mix of modern and traditional which gives new breath and life to national elements. My main intention is to mix every modern trending idea with Armenian, national as a result of which are belts and accessories illustrated with Armenian ornaments. The belts are made form leather and leather replacements. I’m an Armenian painter-designer for whom it’s not only fashion that matters but also the maintenance of Armenian memory which is the main purpose of my art.