Ethan Howard, Oliver Kortons, Ivan Kortons, and Wither Kortons began as footwear craftsmen and tailors in 1937. Although the business became unsuccessful the company founders placed foci on fabric elements, accessory attachments, and how they would affect the perception of custom garments worn. Organically the concept and magnification were set upon introducing a unique method by designing custom buttons, grommets, and eyelets. The question that was often emphasized was, "What can be done to differentiate our brand of garment embellishments from any other?".