It is a lifestyle brand that redefines loss and failure as a celebration of new beginnings. Through a distinctive range of products created in collaboration with AI teams, it demonstrates the paradoxical hope within what we call “death.” Here, “death” does not refer to physical extinction, but to the endings we all encounter—failure, resignation, separation, and more—reminding us that these are not true endings, but passages toward a more compelling new city that awaits us beyond.
In this sense, it can be understood as an in-house brand of IWBFD Studios.
We begin in Medellín—the city of eternal spring, a fashion sanctuary transformed from a history of narcotics into one of innovation—and New York City.
