- Founded: 2009
- Founded by: Sherwood Forlee and Mihoko Ouchi.
Prior to forming the., Sherwood and Mihoko worked at various graphic and product design consultancies worldwide. In 2009, they decided to collaborate on their own line of lighthearted and mirthful products. Having started out happily as a small operation, the. is content to keep it that way. Most of the.'s offerings are self-funded.