Bianca Whyte is the creative drive behind the brand. An ex champion Australian motocross rider she originally set out to design a range of motocross clothing for women. After graduating in 2011 she was appointed as a design assistant for the Kardashian Kollection where she realised her creative flair for womenswear. After one year in the role she was promoted to head designer and moved to Los Angeles to work closely with the Kardashian sisters Kim Khloe and Kourtney.