In 2013 Kasper Brandi Petersen quit his corporate job at the world’s largest shipping line. He went from wearing a suit and tie to sitting on cardboard boxes in an old apartment. 3 years later he had raised €3m from investors and scaled to 50 people. Today he fights fast fashion by using technology to make a new generation of life-proof minimal menswear consisting of premium cotton shirts that repel stains, odour, and wrinkles. The brand first launched on Kickstarter in 2017 and by 2020 it had customers across 98 countries.