SoWhat? - - these are things created under the influence of urban culture, the Internet and everyday street life. This is a modern style without a gender and seasonal framework. Aesthetics of the brand, first of all, is mixed with a combination of seemingly familiar things, but with a significant change in silhouettes, styles, as well as supplemented by unusual elements. At the same time, the basis remains the use of simple fabrics: cotton, knitwear, twill, denim - which makes clothes not just worn, but even more emphasizes some commonplace images.