Inspired by you
For those who see what others can't.
How it all began
How LÆY became more than fashion - a chronicle of moments and milestones that build trust and deeply touch you. Experience how every decision and every vision shaped a piece of our history and brought us to where we are today - and where we will go.
08/2021
Creation of the idea
In the first rays of morning light illuminating the snow-capped peaks of the Swiss Alps in Zug and making the clear waters sparkle, LÆY and Kerim's summer 2021 story begins with a dream that sees deeper meaning in fashion. Surrounded by the beautiful nature that shaped his childhood - marked by long nights under the sky - Kerim found his calling. He realized that fashion could be more than just clothes; it could be a mirror of the soul, a window into the stories that lie hidden within each of us.
It all started with a simple question: How can we create fashion that speaks louder than words?
01/2022
A quiet rebellion
Inspired by the challenges Kerim and those close to him experienced in their youth and in everyday life, LÆY was founded with a clear mission: to use fashion as a medium to break barriers and discreetly convey deep, often untold stories and truths about those who wear them split. Kerim grew up in a world where the fashion industry was often dominated by superficiality and transience. But he saw something else - he dreamed of creating garments that pleased more than just the eye; Works that speak volumes. Driven by this longing, LÆY's first designs were created - characterized by secrets that can only be felt by those who are willing to look beyond the surface.
10/2022
A t-shirt that no one will forget.
Kerim knew that true excellence overcomes obstacles. Using fabrics from Italy and Spain, regional printers and a passionate first design, he created the first limited edition of LÆY - limited to 25 pieces worldwide and full of dedication to detail. But the first draft was just the beginning: Kerim tirelessly searched for the best manufacturer in all of Europe and the highest quality, heaviest materials. His goal was clear - to create the perfect t-shirt that embodies quality and depth and ushers in a new era in fashion.
In pursuit of perfection
Kerim put everything on one card – no compromise, no middle ground. His journey took him across Europe, to small workshops and renowned textile factories, always in search of the fabric that was heavy enough to last and the craftsmanship that allowed depth and authenticity to breathe.
11/2022 - 06/2024
A path full of stones
Kerim did not let any obstacle stop him, be it errors in production, undelivered goods, dark strategies, neglect or poor quality on the part of manufacturers. His journey across Europe was a tireless race against average, a search for the one fabric that carries weight and depth, and the craft that brings pure quality to life. Over 1,500 T-shirts ordered, tested, every detail continually perfected - no effort was too great, no adjustment too crazy.
Because our vision was never just to make clothes. It was about putting feelings and stories onto material - carried by you who appreciate the unspoken. Our inspiration? You.
06/2024
The birth of Braillæy
In June 2024, the vision became reality: the expanded Braillæy collection entered the stage - each piece a quiet manifesto, an ode to the power of the invisible. Refined with secret messages in Braille, each shirt speaks for itself. This collection stands for the highest quality and craftsmanship and is at the same time a commitment to all those who find more in depth than meets the eye.
10/2024
Today – A statement in silence
LÆY is not a label for the masses or a fleeting trend. What started as a dream has grown into a movement for anyone who has the courage to choose depth over superficiality and be loud in silence. With every piece we say: There is fashion that speaks and fashion that feels. Today LÆY stands for those who know that true power lies in what is left unsaid. Our story has no end. It is open, growing, alive. What LÆY will become is so much more than what is today - and we are excited to walk this path together. The future? A space for new secrets, deep experiences and a community that drives us to move forward.
Why LÆY exists?
More than just a piece of fabric.
We wanted more than clothes – we wanted a canvas for stories, a place where people could freely and discreetly express their essence.
For everyone who defines themselves through their own values and experiences, far away from superficialities and big logos.
Our promise
LÆY stands for timeless quality and a commitment to authenticity and depth. We design fashion that becomes a second skin, an indispensable part of your past and present self. With robust materials, subtle details and a vision that goes beyond mere aesthetics, each LÆY piece is as enduring as the stories it tells.
Because a person's value is revealed in their depth, not in their volume - which leaves a bigger mark.