Madrid based designer Edward Cuming launched his eponymous label in 2019 with the goal of creating menswear that presented itself as a more subversive take to traditional garmenting. He accomplished this goal through grounding his work through sensory observation and details, exploring the meaning and relationships that encapsulate clothing. This results in garments in bold, experimental colors and simple but slightly daring silhouettes that present a new more sensorial approach to sweaters, jeans, jackets and more.  His designs act as a  garment based personification of sensations and the fleeting moments of life.