From Our Founder:
How Notorious was born
"My mum has been working since she was twenty. She never stopped — not out of tiredness, not for anything else. She's the kind of woman who never complains about anything.
Yet every evening, when she came home, I would see her make the same gesture: hand on her stomach, fingers under the waistband of her jeans, and that sigh. That specific sigh, of someone who has waited hours for that moment.
Then she would sit down, and I would see the marks. That red line on her skin that jeans leave after a whole day. A small thing, seemingly. But every time I looked at it, I thought: she already has enough to bear. Why does she have to bear this too?
So I did a simple thing. I took a pair of trousers for her, replaced the rigid waistband with a soft elastic band, and gave them to her. It wasn't a product. It was just a gesture — to at least relieve her of that one thing.
The next day, she told me with a simplicity I won't forget: "You know, I didn't even think about it once today?"
There. She hadn't even thought about it once.
For a woman who works all day, not thinking about her trousers is a small freedom. And I realised that all women deserved that small freedom.
Notorious was born this way — not from a business idea, but from a gesture for my mum."
