SHIFT is a fictitious label for fashion and home accessories. Each section has a color code based on grey added to a pastel color. Shift utilizes concrete as a fundamental material and is resilient and pressureresistant. These two adjectives apply very well to the Shift brand itself: It delivers fundamental elements for a wellassorted wardrobe and is resistant to constantly changing trends through its timeless design. It sets a fashionable direction but leaves enough freedom for selfdefinition and personalized style.