It started with a word.
فخم — fakhm. In Arabic it means magnificent. Grand. Luxurious. It's what you say about something that carries itself well and doesn't need to prove it — a coat, a car, the way someone walks into a room.
We grew up hearing it at home and never saw it on anything we actually wanted to wear. So we printed it on the chest, small, in the script it belongs in, and let the people who know, know.







