Edward Cuming, an Australian-born designer based in Madrid, established his eponymous label in 2019 after graduating from Central Saint Martin’s and IED Barcelona x Westminster University. His brand challenges traditional menswear with innovative tailoring and thoughtful designs that focus on sensory exploration. Cuming's work is characterized by meticulous experimentation with materials, relaxed silhouettes, and vibrant colors. His unique approach aims to capture and embody fleeting, transcendent moments in everyday life, elevating them through fashion.