Everything was created by accident when Emeli was to show how to make a cool t-shirt instead of buying one. Diego took a picture of it and put it on their myspace page.
Suddenly fashion mags wanted to write about them.
Buyers wanted it in their stores and celebrities wore their t-shirts.
Due to the increasing success they also made jewels..
and launched a collection in collaboration with Weekday (Sweden)
If you're interested in buying one, beware of fakes!