After founding Kreuzberg, Berlin-based W.A.R.D. Productions in the early 90 to distribute band merchandise, French designer JayBo (aka Monk) joined Walt, Achim, Role and Daniel in 1994 to establish pioneering German streetwear brand IrieDaily. The five men had a clear vision of their newborn clothing company: They wanted to create styles with a unique twist and a destinctive design that irie people could wear daily. Inspired by 80s punk rock, the "keep it real" attitude of mid-90s hip hop and their love for reggae music, the brand soon turned into Germany's most influental clothing label in the late 90s. Later IrieDaily regularly employed services from outside designers that have a close affiliation to street art and urban culture, just like the company itself. Irie's range also expanded from solely offering basics such as denim pants, tees and sweaters to high-class poutdoor jackets and stylish accessories, while the strong relationship to their hood X-Berg is still intact. Today Irie's collections are closely related to topics and innovative color schemes, while the guys behind the scenes stayed as down to earth as you can imagine.