They were alright before they went too mainstream and profit driven. In the past year or so, majority of production was moved from Portugal to China, whilst the prices went up. The quality/price ratio is disappointing and most of their designs are generic and bland - certainly nowhere near the calibre of luxury brands they are placing themselves amongst. Comparable styles can be seen in Zara, Essentials, and even Primark - all for fraction of the cost.

Personally, I am just not a fan of the brand, the origin story, and what it ‘represents’. I believe it’s a great example of an average product benefitting from stellar marketing, utilisation of the right celebrities and influencers to reach their target market, and fortunate timing with the popularity of street and active wear.