Ulla Johnson started small in 2000; grew slowly, organically and quietly; gave lots of attention to details and did just about everything herself. Similarly, her pieces have the feel of something made meticulously and slowly by hand — and much of it has, by artisans in Peru and India. Her clothes look and feel soft and effortless, and yet they don't look crafty. The clothing is synonymous with custom-made prints, complicated embroidery, and fine tailoring, a fashion brand with an eye for details. These ingredients have ensured that they have built up a worldwide customer base. All items are produced all over the world with an emphasis on traditional and handmade processes.