What’s in the box...

.01 History of a no logo brandThe need to do something new for denim jeanswear world. Rejection of the logo law. I wanted to

create my new and personal vision of a form of distinction by marrying the concept of form and

function. It had to be something that besides being, must also have a distinctive meaning, a reason

to be there, as it is the nose of a person.

Intuition... ...equipment...

...draft... ...proto...

In a day of august 2009, I was in a Denim Laundry to take a look of some new washes. Left on a

table was a pair of denim, I remember it was a simple 5pockets , nothing special. But, my brain

catched something. Something that maked those simply 5p really special. It was a hook, a rusty

hook, resting just below the belt, perched in the form of the pocket, right in the side of the little

coin pocket. I remember that I was really struck by the purity and essence of that settlement so

essential. The feeling was exactly the same that I have tried many times in my dreams.

Only when I approached to the table for a better look, I realized that in reality the hook was there

by chance and that the composition was formed only in my mind.

Sometimes, as we say, dreams come trues. Haeng was born.

.02 Shape & Functionality

1 Fit, 5 Models, 16 Colors and Infi nite details.

#camo

#unwashed # coloured

#washed

.03 Details

Each one of the 5 models shows lots of details: hand made stitching, custom colors & washings,

printed etiquettes.

General maintenance Model illustrated function Models style range

model name ebroidery

End...of the beginning