Jiraurd Key—American born 

Establishing his journey in fashion following being cast in his first show for Kanye West Yeezy Season 3 at Madison Square Garden. Since then has evolved into modeling for Telfar SS17 show, Pyer Moss x Reebok DMX Daytona Experiments II Campaign, Vogue Magazine x AfroPunk promotional campaign, Levi’s(modeling/styling), Timberland, Multiple magazines, Puma and Adidas Campaigns. This led to him living abroad in Germany & London after just wanting to visit a friend, out of curiosity. He began to collaborate and model campaigns for Russell Athletics, SneakersnStuff, Stussy, and Converse to name a few. 

Collaborating with brands for the first time with creative control led to an interest in Styling. Spending time with photographers abroad, where he was forced to lean on his creativity to acquaint friends, opened his eyes to photography. After a friend gifted him his first film camera in Germany, when returning back to the States his eyes grew wide and there marks the beginning of his creative journey. 

He started off 2020 shooting a lookbook in London with Converse, right before the world as he knew it paused. Looking for a new non physical craft he began to crochet. Prior to turning his unknowingly brand at the time, in 2021 he began gifting friends hats to test his creativity and community feedback. One of the gifts made it into a friends Campaign and on display in a popular NY Cafe. The feedback was immense, and that was the light bulb for him.

He Established his brand in 2022 following selling his first hat to a friend.