Genesis
A label born from curiosity.
Trees, Rivers & UFOs started during a video call between London and Brooklyn.
Half the team were finishing the day in London. The other half were working around lunchtime in Brooklyn, close to the East River.
The call was about work.
The conversation afterwards was not.
One subject became another, and eventually three words appeared that refused to go away.
TWO PLACES CONNECTED
The team was split between London and Brooklyn.
In London, the working day was winding down. In Brooklyn, it was around lunchtime.
Different cities. Different times of day. Same conversation.
WORK CAME FIRST
Nobody was trying to invent a label.
The team were working on a fashion event, moving between video production, planning and creative direction.
It was a normal working call about making something happen.
Then the work conversation finished.
FASHION
© 2026 Tone Verge
VIDEO
© 2026 Tone Verge
PLANNING
© 2026 Tone Verge
DIRECTION
© 2026 Tone Verge
THE CHAT MOVED
The call could have ended there.
Instead, everyone kept talking.
Cities led to rivers. Rivers led to the way nature keeps shaping the places we build around it.
Then the conversation moved towards the things we still do not completely understand.
THREE WORDS STUCK
Somewhere in that conversation, three words ended up beside each other.
Trees.
Rivers.
UFOs.
They were not a strategy. Nobody was naming a clothing company.
They simply described three territories the conversation kept returning to.
And they stayed.
