The collection


Throughout history, men’s apparel has been strictly governed by extravagant dress codes.

Daywear was distinguished from eveningwear. Sportswear was principally designed for hunting, cycling or motor sports. Casual wear was designed to be worn when receiving guests at home. Clothing also conformed to social etiquette, celebrating the pomp and circumstance of the royal court and high society, or simply articulating life’s great moments.

This collection is a further expression of these fundamental dress codes, emphasizing the uniqueness of each moment.


The designer


Samuel Gassmann
Born in 1974 in Paris, France, to an artistic family (his father was a photographer, and mother a painter). After studying Art History at La Sorbonne, he began working as a curator for numerous contemporary art exhibitions and as a freelance journalist for Arte's Metropolis magazine.

In 2007, he began researching the "Origin of the Button" for a documentary project. During this time, he became drawn to its historical context and to recreate this concept of the "button who wanders through different shirts" in the modern day, he starts expressing through the form of cufflinks. His line starts on a full scale soon after, with an article on Elle magazine. He now works with clients in Paris, London, New York, Tokyo, Antwerp, Stockholm, Hong Kong, and the list is still growing.

Story Up Productions