“We go back to what made great brands in the first place, we peel back layers of years of overthink, like discovering hardwood floors under 3 years of carpet. Most brands were founded for very pure, human reasons…to solve a problem. And over the years, the rounds and rounds of people get their hands on them and it gets further from the original why. We examine the why and we contemporize it and make it relevant again.”
— Suren Chemudugunta, Chairman