It all started in the summer of 2003 in Sidi Kaouki, Morocco, because of Abdullah, a Tuareg businessman who tried to sell us accessories on the beach every single day.

After two months of surfing every day, our eyes finally settled on something else: his beautiful pair of traditional trousers. Blue sarouel trousers with intricate embroidery — somehow both noble and effortlessly casual.

We tried, unsuccessfully, to buy them from him. And when we searched the souk, we couldn’t find anything even remotely close in quality.

Well, Ebba had just finished her fashion studies. Soon, the two of us started sharing ideas and visions, inspiring each other and experimenting with shapes, fabrics and details. Geppetto brought his ideas, Ebba brought hers — and together, we began turning our shared vision into clothes.

What started with a single pair of sarouel trousers eventually became geppebba — a lifelong project.