Monique Poolmans founded her label for womens clothing in 2006. The label focuses on minimalistic, geometric and abstract shapes. The clothes have a modern and sometimes techno look and artistic prints are often used. In the minimalistic design of every piece much attention is paid to emphasizing the female body. Wearability and functionality are also important parts of the design. All of the clothing are made of high-end materials and for some of the clothing ecological materials are used.