Following the trend of the 70's, a time ruled by rock'n'roll and jeans, Pekka and Marjo Saastamoinen sold clothes onboard a bus circulating marketplaces. At that time the selection consisted of military surplus goods, sweaters and of course - jeans. Business flourished, customers grew keen and the Saastamoinens' passion for clothing deepened. It was time to start designing and manufacturing clothes of their own.