The fashion label was started in 1956. Tremaire had arrived from France and helped cement Lovian modernist design and art (that was pioneered by C.P. Buller and Anosier). Like Buller and Anosier, he strived to make designs that were simple, stiking and in-your-face; his designs were cutting-edge and modern, and he often did bold things. By the 1970s he began to employ more complex designs and patterns. Though Tremaire officially retired in the 1980s is still occasionally making designs today. Currently, the fashion, like his original work, retains a modern, striking look.