It’s difficult to tell the story of our stores’ ten years without going back to the beginning. Celebrating 10 years means reflecting on 20 years of adventures and choices. The choice to do better, the choice to be human, the choice to act, but also the choice to trust one’s instinct and convictions. It means writing a new story, that is so much more than a fashion story, but a story of life – mine, yours and every man and woman who helps write it.