The designs are created by the co-founder Milan Flicek who has an MA in Fashion Design from the Royal Danish Academy of Fine Arts and experience from Danish fashion brands Han Kjøbenhavn and Cecile Bahnsen. Together with his co-founder Barbora Sura (CEO) they started the brand in 2022 with the vision to shift the paradigm of fashion and bring people on the journey towards a more optimistic future.
"OUR SHIFT’s approach to design is taking inspiration from the past (significant events, reading historical books, interviewing extraordinary people and learning from them) which is translated into the present with the aim to shape the future. We strongly believe that history repeats itself, and therefore we should and must learn from it. We always choose a character or characters that did unusual things, and we translate their wisdom and feelings into the designs."