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. A pair of blue sarouel trousers with intricate embroidery — somehow both noble and effortlessly casual. We tried, unsuccessfully, to buy them from him. And we couldn’t find anything of remotely similar quality at the souk.

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

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