Arianna and Alexis Friedman are twin sisters and co-founders raised in San Francisco, California — a city that shaped their instinct for design, taste, and storytelling from an early age.

Both were drawn to fashion and the design world early on. They went on to study fashion media at Southern Methodist University, building a strong foundation in storytelling, journalism, and digital strategy. They then relocated to New York City to complete their Master’s degrees in Fashion Management at Parsons School of Design, where they deepened their understanding of the industry’s business landscape.

Their perspective has been shaped by being mentored by some of the industry’s most influential figures, among them Robert Hanson, Mickey Drexler, Alexander Wang, Hillary Super, Celia Tejada, Amanda Smith, Clea O’Hana, Malcolm Carfrae, Jeremy Tahari, and Ronny Kobo. This exposure, combined with a lifetime of immersion in elevated design, from historic sites and cultural landmarks to global store openings and luxury spaces, has given them a rare lens.

Today they work with brands as creative consultants, translating that foundation into strategic and creative direction that helps brands define their voice, sharpen their vision, and build with intention.