our why
Most women's fashion is built to launch fast and fade faster. We wanted to build the opposite - a house that starts with one category, gets it right, and only moves forward from there.
So we started with the handbag. Not because it's easy, but because it's the one thing almost every woman owns multiples of and still can't find one she reaches for without thinking. The strap that's always slipping. The bag that looked structured in the photo and collapsed in on itself by week two. The "everyday" bag that wasn't, actually, built for every day.
That gap is where ava greene begins.