We kept thinking about how every time you try to move — creatively, emotionally, even in life — there’s a cost. And it reminded us of a chess position we knew as kids: Zugzwang. A moment where every move is the wrong one — and you still have to move.

Zugzzwang stands at the intersection of luxury, brashness, and dark humour. At its core is a minimalist identity, sharpened by bold, unexpected details. Its symbol — an hourglass formed by two inverted Zs — echoes the chess timer, a nod to strategic patience in both fashion and thought.

Designed for luxury aficionados, millennials, and Gen Z alike, Zugzzwang offers exclusive, drop-based collections that turn everyday wear into high-end statements.