The narrative is premised on the possibility that a secret guild of tailors was active during the industrial revolution whose activities included symbolic rituals and the advancement of design and craft standards. Since the story first emerged in 2004, it has been referenced in books, magazines and online. The story went on to inspire a community of contemporary creatives from the UK, Europe, Africa, Japan, and the USA who came to regard themselves as modern members of the guild and could be found behind the labels, Art Comes First, A Child of the Jago, The Brooklyn Circus, Norwegian Rain, and others. Over time, they expanded the narrative beyond the ethics of garment making to a broader exploration of what it means to represent oneself rooted to questions of “Where I Come From”, “Where I Belong” and “Where I Hope to Go”.

The book has been crafted to a standard worthy of it subject matter. This hardcover linen-bound volume consists of 176 pages combining written narrative with 193 photos shot by Marc Haers on location in Amsterdam, Reikiavik. London, Florence and New York. It features designs and artworks from 17 international contributors. It includes a history of guild, accounts of its rituals, profiles of contemporary designers linked to the legend as well as artworks inspired by it. The book is in English, exuding a luxurious feel and premium details including foil stamping, photo-inset cover photo and an integrated satin page marker. Printed in Europe on premium Munken paper. It has been published by Energy Plan Creative in collaboration with Smel *creative agency offered in a limited edition of 500 pieces worldwide.