The idea is to die young as late as possible

Zbynek Standera established My Dear Clothing in 2013 and today it is one of the most progressive and loudest Czech fashion brands. No matter the humble roots at provincial town Pardubice. The brand has a lot to say. MyDear is resonating with young and young-at-heart fashionistas with simple but punchy mission, the idea is to die young as late as possible. MyDear originated from a community of young artists, particularly tattooists and musicians, and today is known as Million+ label. And of course the showroom host tattoo parlor and bar.