Jonathan Joseph saw a lot of toxicity and negativity when he was working in the luxury womans fashion and sportswear industry. This not only affected people working in the industry but also consumers through marketing and advertising. He thought that it would be possible to shortcut some of the issues such as the body dysmorphia created by unrealistic standards by empowering children rather than fixing broken adults. He feels that by using fashion as a lens to talk about and deconstruct complex issues, conversations can be brokered between children and adults because fashion is infinitely relateable. It can then help play a role in how children navigate the world