High Life

38 品 “This is why I always encourage customers to go for our raw denim rather than thewashed ones,” he says. “Also, I noticed that the fade effect that naturally develops over time is an indication of what type of person you are – your job and your age for example. So not only do you get to help the planet, you get to enjoy the fun side of sustainability too.” Staying true to his brand, Cyrus still uses an 80-year-old manual sewing machine to make alterations to clothes, reflecting the very characteristics he boasts as an entrepreneur. “We are surprised by the number of customers we have today,” he smiles. “I think Macau is slowly embracing the concept of buying less and buying well – pieces that you can wear for years to come.”