Inspired by you, rooted in depth
For those who see what others do not.
How it all began
How LÆY became more than fashion - a chronicle of moments and milestones that build trust and touch deeply. Experience how every decision and every vision shaped a piece of our history and brought us to where we are today - and where we are still going.
08/2021
Origin of the idea
In the first rays of morning light that illuminate the snow-capped peaks of the Swiss Alps in Zug and make the clear waters sparkle, the story of LÆY and Kerim begins in the summer of 2021 with a dream that sees deeper meaning in fashion. Surrounded by the majestic nature that characterised his childhood - marked by long nights under the stars - Kerim found his calling. He realised that fashion could be more than just clothes; it could be a mirror to the soul, a window to the stories that lie hidden within each of us.
01/2022
A silent rebellion
Inspired by the challenges Kerim and his loved ones experienced in their youth and everyday life, LÆY was founded with a clear mission: To use fashion as a medium to break barriers and discreetly share profound, often unspoken stories and truths about the wearers. Kerim grew up in a world where the fashion industry was often dominated by superficiality and transience. But he saw something different - he dreamed of creating garments that were more than just pleasing to the eye; pieces that spoke volumes. Driven by this longing, LÆY's first designs were created - characterised by secrets that only those who are willing to look beyond the surface can feel.
10/2022
A T-shirt that no one will forget
Kerim knew that true excellence overcomes obstacles. With fabrics from Italy, 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 design was just the beginning: Kerim continued to search tirelessly for the best manufacturer in Europe and the highest quality, heaviest fabrics. His goal was clear - to create the perfect T-shirt that epitomises 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 breathed depth and authenticity.
11/2022 - 06/2024
A path full of stones
Kerim did not let any obstacle stop him. His journey across Europe was a tireless race against the average, a search for the one fabric that carries weight and depth, and for the craft that brings pure quality to life. Over 1,500 T-shirts ordered, tested, every detail perfected further and further - no effort was too great, no customisation too crazy.
06/2024
The birth of Braillæy
In June 2024, the vision became a reality: the expanded Braillæy collection took to the stage - each piece a quiet manifesto, an ode to the power of the invisible. Embellished with secret messages in Braille, each shirt speaks for itself. This collection stands for the highest quality and craftsmanship and is also a commitment to all those who find more in the depths than the naked eye can see.
10/2024
Today - A statement in silence
LÆY is not a label for the masses and not a fleeting trend. What began as a dream has developed into a movement for all those who have the courage to choose depth over superficiality and to be quietly loud. 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 the unspoken. Our story has no end. It is open, growing, alive. What LÆY will become is so much more than what it is today - and we are excited to walk this path together. The future? A space for new mysteries, deep experiences and a community that drives us to keep going.
Why LÆY exists
More than just a piece of fabric.
We wanted more than clothing - we wanted a canvas for stories, a place where people can express their essence freely and discreetly. For all those who define themselves through their own values and experiences, far away from superficialities and big logos.
LÆY is for people who quietly impress and write their own story.
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, every LÆY piece is as enduring as the stories it tells.
Because the value of a person is revealed in their depth, not their volume.