Our Journey: From hands-on work to AI-first
We know this problem because we've lived it. Growing up in the Finnish countryside, we've felt the uncomfortable workwear on the field, tried to order it for others, and sold it ourselves. We've seen this broken system from every angle–the contractor with aching feet from steel caps ordered by someone who never wore them, the manager drowning in 100-page catalogs, the salesperson recommending what sells rather than what works.
Our vision: To end the blue compromise that 95 million workers never got to make. We see a world where workwear shifts from functional blue to personal lifestyle–where what you wear energizes rather than drains your day.
Our mission: To build the most comfortable way to order workwear online, using AI to make ordering smoother, personal, and finally built for the people who wear it.